Account-based marketing

Helping Microsoft Partners build meaningful relationships with the target accounts that matter most.

Account-based marketing is designed for complex B2B sales.

It focuses time, effort and investment on a defined set of high-value accounts, rather than chasing volume or generic demand.

For Microsoft Partners selling into mid-market and enterprise organisations, this approach creates better conversations, stronger relationships and more predictable outcomes.

Why account-based marketing matters

Buying decisions are rarely made by one person. They involve multiple stakeholders, longer decision cycles and higher expectations of relevance.

Traditional demand generation often struggles in this environment. It's built for scale, not precision. When you already know which organisations you want to work with, blasting generic messages rarely moves the relationship forward.

Account-based marketing takes a different approach. It helps Microsoft Partners focus on the right accounts, understand what matters to them and engage in a way that supports real sales conversations.

ABM isn't about scale - it's all about relevance.

Account-based marketing only works when relevance is earned. Senior stakeholders are time-poor and commercially sharp. They can spot generic messaging immediately. In many cases, you only get one chance to make a strong first impression.

Every touchpoint either builds credibility or weakens it. ABM recognises this and treats each interaction with intent, care, and purpose. The goal is not to be louder, but to be more considered.

How we approach ABM campaigns

Four principles guide every account-based programme we run.

Insight-led at all times

We start with research - uncovering what each target account actually cares about before we design a single touchpoint.

Using insight to create focus

Insight sharpens the plan. We use it to decide where to invest and what to leave out, so effort lands where it matters.

Relevance at every touchpoint

Every asset, message and channel is built around the account, not the campaign template. Relevance is the whole point.

Always-on visibility

ABM isn't a one-off push. We build always-on visibility so your brand stays in the conversation long enough to influence the deal.

Looking to build better relationships with high-value target accounts?

We can help you understand where account-based marketing might fit into your GTM approach and how an insight-led approach can support your sales goals. Get in touch.

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FAQs

Frequently asked questions

Is ABM right for a Microsoft partner of our size?

Yes - in fact, ABM tends to suit Microsoft partners particularly well. Most partners sell complex, considered solutions to a defined set of target accounts, which is exactly the scenario ABM is built for. You don't need a huge marketing team to do it well; you need clarity on the accounts that matter most.

How is ABM different from the campaigns we already run?

Traditional campaigns push a message to a broad audience and hope the right people self-identify. ABM works the other way round - you start with the named accounts you want to win, then build messaging, content and touchpoints around what those specific accounts care about.

Can we fund ABM through Microsoft Co-op or partner investments?

Often, yes. ABM activity that supports a Microsoft solution area or a joint pursuit list can typically be funded through Co-op, MDF or partner investment funds. We'll help you structure activity so it aligns with what those funds will support.

How long before we see results from ABM?

ABM is a pipeline play, not a lead-volume play. Early signals (engagement from named accounts, meetings booked, sales conversations opening up) typically appear within the first 60-90 days. Influenced and closed pipeline follows on the same cycle as your normal sales motion.

Do we need to do ABM across all our solution areas?

No, and we'd usually advise against it. The strongest ABM programmes focus on one or two priority solutions and a tightly defined account list, then expand once the model is proven.

Will ABM work alongside our existing demand generation?

Yes. ABM doesn't replace demand gen - it complements it. The two work best when ABM goes deep with the accounts you most want to win and demand gen keeps the broader funnel filled.