Map the account journey
We define how target accounts and buying-committee members need to move from awareness through engagement and intent towards a commercial conversation.
ABM channel planning that creates one connected account journey.
Our ABM channel planning connects paid media, content, email, organic activity and sales outreach around one account journey, ensuring every channel has a defined role in building awareness, creating engagement and accelerating commercial progression together.
Make every channel work harder by making them work together
OUR APPROACH
Define each channel’s role
We select channels according to the specific job they need to perform, whether that is building awareness, distributing content, capturing demand or supporting sales engagement.
Orchestrate the campaign
We coordinate messaging, creative, content, targeting and timing across marketing and sales to create one consistent and connected experience.
Measure and optimise progression
We track how accounts respond across channels, identify which combinations are influencing progression and adjust activity and investment throughout the programme.
ABM channel planning services
Audience and channel mapping
Identify where target accounts and buying-committee members can be reached, then map the most effective channels around their journey.
Paid media planning
Define how paid social, programmatic, search and retargeting should build awareness, generate engagement and capture developing demand.
Content distribution planning
Match campaign content to the right audiences, channels and stages to ensure every asset has a clear role in account progression.
Email and nurture planning
Create coordinated email journeys that respond to account behaviour, deepen engagement and maintain momentum across longer B2B buying cycles.
Sales channel integration
Align marketing activity with sales outreach, account alerts and follow-up actions to create a connected experience for each target account.
Channel measurement and optimisation
Establish account-level measures across every channel to identify what is influencing progression and where investment should be adjusted.
Selected Work
Disconnected channels create disconnected account experiences
ABM campaigns lose impact when channels are planned separately, messages compete and sales activity happens without visibility of marketing engagement. Target accounts experience fragmented interactions rather than one coherent campaign, while budget is spread across activity with no defined role in account progression. Effective channel planning connects every touchpoint around the audience, campaign idea and commercial objective.
Channels are selected without a clear role
Teams invest in platforms because they are available or familiar, rather than defining what each channel must achieve within the wider account journey.
Campaign activity operates in silos
Paid media, content, email, organic activity and sales outreach are managed independently, creating duplication, inconsistent messaging and gaps between important interactions.
Every account receives the same channel mix
Different account segments and buying-committee members require different levels of investment, personalisation and engagement, but channel plans often treat them identically.
Content is created without distribution planning
Valuable content fails to influence target accounts because teams have not established how, where and when it will reach the intended buying audience.
Sales activity is disconnected from marketing
Sales teams cannot see which accounts are engaging, what they care about or when to follow up, leading to mistimed and irrelevant outreach.
Budget is optimised by channel, not account
Individual platforms may appear to perform well while the overall programme fails to move priority accounts towards pipeline and revenue.
Testimonials
Book a free marketing discovery.
Most B2B tech brands are leaving growth on the table without realising it. In 30 minutes, we’ll talk through your gaps, opportunities, and the fastest path to becoming unignorable.
Awards & Recognitions
Resources
FAQS
ABM channel planning defines how marketing and sales channels work together to reach target accounts, engage buying committees and support account progression. It gives every channel a specific role within one connected campaign.