Account-based marketing for complex B2B services and software companies.
We own the full funnel for your named accounts: the list, the insight, the buying committee, the campaigns, the landing pages, and the reporting that ties spend to pipeline.
Engagement is up. Pipeline is flat.
Most ABM programmes stall in the same place. The accounts click, open and attend. Then nothing moves.
The reason is rarely the ads or the content. It is the operating layer nobody budgets for: the work between a named list and a booked meeting.
A target-account list that nobody owns after the kickoff
Insight gathered once, then never refreshed
One contact per account, when the buying committee is six people
Campaigns planned by channel, not by account and stage
Reporting that counts leads because pipeline was never connected
A handoff to sales that happens by email, when it happens
Actualyse owns the full funnel for your named accounts.
This is not a tool rollout. Prospects ask us which ABM software to buy. The answer is none, first.
Your CRM, the ad platforms and your website are the stack. We start with an audit in the first week, then a full-funnel channel plan. From there we build every campaign end to end: creative, targeting, tracking and UTMs.
Software earns its place when a job has outgrown the stack, and only for that job.
One owner for the list, the insight and the handoff
Marketing and sales working from the same account view
Three campaign layers, each with its own KPIs and bidding
Spend tied to pipeline in the CRM, not to leads
Weekly optimisation against pipeline
Reporting that says plainly when to stop spending
Five jobs. One programme.
job 1 of 5
Account list and tiering. Who is worth a programme.
What it is
A named list of the accounts you want, scored and tiered by fit, timing and the size of the opportunity.
Who does it
Actualyse audits your CRM and past deals in week one, builds the first list with your founder and sales lead, then owns it. Tiers are revisited each quarter.
What it produces
A tiered list in your CRM with a reason for every account on it and a cap on how many each tier can hold.
job 2 of 5
Account insight. What each account is trying to do this year.
What it is
What changed recently inside each account, what it is trying to do this year and who inside it feels the problem you solve.
Who does it
Actualyse researches each tier-one account and refreshes it monthly. Your team adds what it hears on calls.
What it produces
A one-page brief per tier-one account, a shorter note per tier-two account, and the themes the campaigns and landing pages are built on.
job 3 of 5
Stakeholder map. The buying committee, named.
What it is
The committee for each account: the sponsor, the user, the budget holder, the blocker, and where each one is.
Who does it
Actualyse maps the committee from the insight work and public signals. Sales confirms it after the first conversation.
What it produces
Named contacts and roles per account, the targeting lists for each campaign layer, and a gap list of the people you cannot yet reach.
job 4 of 5
Content and channels. Three campaign layers, one website.
What it is
Cold account targeting on LinkedIn for the buying committee. Mid-funnel engagement on Meta and the founder's LinkedIn. Bottom-funnel capture on Google, one landing page per theme.
Who does it
Actualyse plans and runs every layer end to end: creative, targeting, tracking and UTMs. The founder's posts come from the founder, with Actualyse editing and scheduling.
What it produces
Live campaigns per layer with their own KPIs and bidding, a landing page per theme, a founder posting rhythm, and a website that works as the shortlist page.
job 5 of 5
Measurement and sales handoff. Spend tied to pipeline.
What it is
Offline conversions imported from HubSpot or Salesforce so every platform optimises against pipeline, not leads. A written rule for when an account moves from marketing to sales.
Who does it
Actualyse builds the tracking and the CRM import, optimises weekly against pipeline, and runs a weekly review with sales. Sales owns the account once it meets the handoff rule.
What it produces
One report that connects spend to pipeline by layer and by tier, says plainly when to stop spending, and lists the accounts that moved stage this week.
What you see, and when.
reporting cadence
Reported monthly. Optimised weekly against pipeline.
Month 1
Tracking, schedule, quality. The CRM import is live, the list is tiered, every layer has a baseline on record, and the first campaigns are judged on whether the right accounts are seeing them.
Month 3
Growth. Spend scales into the layers that move accounts, and the review is about finding one to four winners: the themes, audiences and pages that earn the budget.
Month 6
The first few losers are switched off and the budget moves to new winners. Scaling continues, and the review now includes the first accounts sales has taken over.
Month 9
The pattern repeats against the pipeline numbers. The list is refreshed for the next cycle, and the programme is judged on accounts in pipeline, not on engagement.
Who this is for.
Complex, high-consideration B2B services and software companies with sales cycles of six months or more and a named list of the accounts they want.
Software companies are a market we work in, not a specialism we claim.
Your sales cycle runs six months or longer
You can name the accounts you want to win
A few won accounts change the year
Referrals built the pipeline and you do not want to hire SDRs to replace them
Marketing and sales are willing to work from one list
You run HubSpot or Salesforce, or are willing to
Work we can show you.
Actualyse case studies report 4x to 7x ROAS.
Questions founders ask.
How much time does ABM take to run?
More than the software vendors say. The list, the insight and the stakeholder maps are hours of research every month, and the weekly review with sales is a standing meeting. Actualyse carries the research, the campaign build and the optimisation. Your side is the founder's time for LinkedIn and a sales lead in the weekly review.
Do we need ABM software?
Not to start. The first programme runs on your CRM, the ad platforms and your website. A platform earns its place once the list is bigger than a team can hold in its head, and then only for the specific job it does well.
Should we hire an ABM consultant or build it in-house?
A consultant gives you a plan. An in-house hire gives you one person doing five jobs. Actualyse runs the five jobs as a programme and reports into your CRM, so the work stays yours when the engagement ends.
How long before it shows in pipeline?
On a six-to-nine-month sales cycle, accounts move stage before they become pipeline. Month one is tracking and quality. Month three is where the winners show. Month six is where the first handoffs to sales appear. Judge the programme on pipeline from there, not on engagement.
How is this different from deal-based marketing?
Deal-based marketing starts when sales has an open opportunity and supports it to close. Account-based marketing starts earlier, with accounts that have no deal yet, and does the work to create one. The handoff rule is where the two meet.
