Account Based Marketing

Let’s run a pilot program together

Find the right Account Based Marketing approach for you

There are many types of ABM, but let us find and run the right one for you. Do not jump on the bandwagon of shiny new tools without proven results—let us guide you.

Macro helps sort, segment and optimize tactics based on hard data such as Total Addressable Market, Ideal Customer Profile and account score. We bring together both sales and marketing leaders to identify the best accounts and appropriate strategies, prospects and leads.

According to an ITSMA ABM survey, 84% of companies say ABM delivers higher ROI than for other types of marketing.

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Let's run an ABM pilot program together

Here’s how we can help you. There are three distinguishing characteristics to a strong ABM program:

  1. It’s data driven
  2. The data is strictly managed by proven tools
  3. Marketing and sales are equal partners from the outset

Each of these ideals can be intimidating in their own right, depending on your organization’s current situation. You cannot build an ABM program overnight!

Our pilot programs are designed to allow you to ease in to developing ABM practises without the need for company-wide overhauls. We help identify your biggest gaps, break them down into manageable pieces, and tackle them at a rate that aligns with your budget and appetite for change.

ABM combines: data and tech

If collecting or managing data is your biggest hurdle, we can help start you on the path towards true ABM with mini-projects such as:

  • Setting up marketing CRM and marketing automation: Data that lives only in spreadsheets, emails or word documents is data with untapped potential. Robust marketing CRMs leverage the power of specialized databases that can give your sales and marketing team superpowers—when implemented properly!
  • Establishing data-driven decisions: We can help you get comfortable with defining or managing hard metrics, such as Total Addressable Market (TAM) and closing rates. And/or we can focus on qualitative data, like developing your Ideal Customer Profile and assessing your prospects’ demand characteristics.
  • Analysis and optimization: Maybe you have the data and the platform, but struggle with what to make of it all. We’ll show you how to transform this mountain of ABM information into actionable insights.

ABM sales-marketing alignment

You can think of it as “Account Based Everything.” This challenge comes in many different flavours—maybe sales doesn’t have a list of Target Accounts but marketing does (or vice versa). Perhaps there are operational silos between the two.

Our approach to helping you solve this is to act as a temporary bridge or stand-in for the missing element. We train and teach sales mentalities to marketers, or marketing ideas to sales, and demonstrate the huge advantages that both can realize if they share the same outlooks, metrics, and data.

Account Based Marketing - Macromator - Sign Chart

Accelerated, advanced ABM programs

A pilot may not be the speed you’re looking for. If you need ABM operations scaled up rapidly, or have the mandate to make a large organizational change in this direction, we have the team and resources available to tackle all three major areas simultaneously.

There are definite advantages to building all aspects of ABM at once, and you tend to get meaningful results quicker with a lockstep approach.

Account Based Marketing - Pie Chart - Macromator

Custom ABM consultations for your needs

No matter your relationship with ABM—from total beginner to established practitioner, we’re happy to assist in improving your ABM operations.

Speak to a Macro advisor about the right ABM approach for you

Case Study

How Lead Nurturing
Improves Your Pipeline

The client runs a business English Language Learning service for Japanese professionals. They wanted to engage their prospects and asked Macro to develop and execute a lead nurturing email campaign to encourage known qualified leads to become sales qualified leads (SQLs).  

SQLs

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Sales and Marketing Alignment

Sales and Marketing Alignment

A company’s sales and marketing teams often have a complex, sometimes contentious, relationship. On one hand, both sides realize that they need to work together in order to meet their demand and revenue goals.

Account Based Marketing: Building Your Segmentation and Metrics That Matter

Account Based Marketing: Building Your Segmentation and Metrics That Matter

Macro President & Founder Dan Radu and Security Compass’ ABM Manager Heidi Vandermeer introduced and explored key aspects of Account Based Marketing in a recent webinar. Read more here about the lively discussion that took place.

Trusted by amazing marketing teams like yours.

Macro has been engaged with the redesigning of our Marketo/Salesforce integration this year. They were very creative in their approach to identify a solution and very consistent in their on-time delivery of the solution. We couldn’t have done it without the Macro team.

Rosalin Sales & Marketing Director

We love how Macro provides a one-stop-shop for marketing strategy, design and CRM work necessary to make all of our demand generation initiatives work. Thank you guys!

Robert CEO

It was great working with Dan and his team on marketing automation projects for our company. Dan helped us to set up and successfully migrate our entire B2B and B2C automated email programs along with our contact lists from Marketo to Act-On, and it’s been working flawless ever since. He was a brilliant trainer for everyone working with Marketo and Act-On!

Dasha Marketing Manager

The expertise provided by Macro team cannot be easily matched by other marketing consulting companies. We had disappointing experience using several big names in the industry until we finally found Dan Radu and his team. They were able to quickly start the engagement with us and always anticipated our needs many steps in advance. Most importantly, instead of simply providing fly by consulting they diligently documented all the processes and helped with training and the change management required.

Tom Demand Generation Director

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