Services · Method 01 of 3
Account-based marketing agency for machinery and industrial technology
For manufacturers of complex capital equipment with six- to seven-figure order values, buying committees of 4 to 8 stakeholders, and sales cycles of 6 to 24 months. Instead of spray-and-pray marketing: a named list of target accounts, moved deliberately into your pipeline.
Sales cycle
6 to 24 months
Buying committee
4 to 8 stakeholders
Order value
6 to 7 figures
typical deal size
The buying committee
Who has a say in an investment
Typically 4 to 8 stakeholders per target account who decide together, each with their own interest and their own veto. This is what a buying committee looks like in one of our fully modeled scenarios.
VP Operations / Plant Manager
Ramp-up risk; every week of delay at SOP (start of production) triggers penalties.
VetoProject Lead, Equipment Procurement
Interface chaos between trades.
VetoCentral Procurement
Awards on a scoring matrix: without solid numbers on the evaluation criteria, the decision goes against the supplier.
VetoHead of Quality
Traceability and gauge capability in safety-critical battery processes.
VetoSimulation
fictional scenario, real methodology
Core terms
Three terms that work together in every program
Ideal Customer Profile
The profile of the customer your product serves best. The basis of every ABM strategy.
Target Account List
The concrete, named list of target accounts that match the ICP: anywhere from a handful to several hundred accounts, depending on the ABM type.
The decision-making group
Typically 4 to 8 stakeholders per target account who decide together, each with their own interest and their own veto.
Who it's for
When ABM pays off
- High order values
- 6 to 7 figures
- Multi-person buying committees
- 4 to 8 stakeholders
- Long sales cycles
- 6 to 24 months
ABM pays off when three traits come together: high order values, multi-person buying committees, and long sales cycles. This is the norm in capital equipment, at machinery manufacturers, automotive and aerospace suppliers, and providers of automation, IIoT, and metrology.
Classic lead generation optimizes for volume. In capital equipment that means high marketing budgets alongside unqualified leads that sales won't touch, while trade-show contacts fizzle out because systematic follow-up across every stakeholder is missing. ABM shifts the focus from volume to precision: a limited, named list of target accounts, worked deliberately across the entire buying committee.
Process
How an ABM program is built
Foundation
ICP & target account list
- Define the Ideal Customer Profile (ICP) from firmographics, technology, and trigger events
- Build and prioritize the named target account list (TAL)
- Map the buying committee for each target account
Build
Content & personalization
- Personalized landing pages per account or account cluster
- Content plays that answer the concern of each buying-committee role
Execution
Campaign execution
- Air cover across the full TAL (for example, LinkedIn Matched Audiences, trade media)
- Personalized 1:1 sequences for priority accounts, backed by direct mail and trade-show tie-ins where they fit
Handoff
Sales handoff
- Hand qualified accounts to sales with a complete stakeholder dossier
- Shared reporting against KPIs agreed up front
Content and creative
Content that answers a concern in the buying committee
Every role in the buying committee has its own concern and needs its own answer. Our content follows the TAL, not the editorial calendar.
Landing pages
Personalized landing pages per account
Instead of a generic product page: one landing page per account or account cluster, tailored to its situation and its buying committee.
Interactive tools
Calculators for TCO, ROI, and cost of quality
Individually parameterized calculators translate abstract value claims into numbers that convince the specific role in the buying committee.
Sales enablement
Technical dossiers and one-pagers
Straightforward, fact-based data sheets for roles that expect evidence, not ad claims: certifications, capacities, inspection processes.
Direct mail & video
Physical formats and technical webinars
A physical object breaks through digital filters; a webinar serves as a 1:many entry point before outreach narrows to priority accounts.
Campaign orchestration
A channel mix, not channel silos
LinkedIn, Google, programmatic, email, direct mail, and trade-show tie-ins run in coordination against the same target account list, with a different role by ABM type: broad air cover for 1:Many, deep personalization for 1:1 and 1:Few.
Air cover across the full target account list through Matched Audiences, plus initial outreach via Sales Navigator.
Google & Programmatic
Search and display where target accounts actively research, coordinated on the same TAL instead of generic keyword sets.
1:1 or 1:few sequences by buying-committee role, opening with insight instead of a pitch.
Direct mail & trade shows
Physical mailers with a QR code to personalized content; executive briefings on the sidelines of relevant trade shows.
Planning figures
The numbers we hold ourselves to
| Program type | TAL size | Typical duration | Account engagement | Intro calls | Opportunity rate | Win rate on opportunities |
|---|---|---|---|---|---|---|
| 1:1 (Strategic) | 3 to 10 | 9 to 18 months | 60 to 80% | 50 to 70% of TAL | 30 to 50% | 30 to 40% |
| 1:Few | 25 to 60 | 6 to 12 months | 35 to 50% | 25 to 35% of TAL | 15 to 25% | 25 to 35% |
| 1:Many | 100 to 500 | ongoing | 10 to 20% | 5 to 10% of TAL | 5 to 10% | 20 to 30% |
These ranges are planning figures from our methodology, not guarantees. In the intro call we run the numbers for your specific scenario.
ABM shown by example
See this methodology across five fully modeled scenarios
Five fully modeled scenarios, clearly marked as simulations, show ICP, TAL, buying committee, program, and KPIs working together, for machinery, automotive, aerospace, automation/IIoT, and metrology.
Simulation
fictional scenario, real methodology
Common questions
FAQ: account-based marketing
What is account-based marketing?
Account-based marketing (ABM) flips classic lead generation on its head. Instead of collecting as many leads as possible and hoping the right companies are among them, you first define the Ideal Customer Profile (ICP), the profile of the customer your product serves best. From it you build the target account list (TAL): a concrete, named list of target accounts that match the ICP. Within each target account you deliberately work the buying committee, the group of typically 4 to 8 stakeholders who decide together on an investment, each with their own interest and their own veto.
Who does ABM pay off for?
ABM pays off when three traits come together: high order values (six to seven figures), multi-person buying committees of 4 to 8 stakeholders, and long sales cycles of 6 to 24 months. This combination is the norm in capital equipment (machinery, automotive, aerospace, automation/IIoT). Here, precision against a limited set of named target accounts matters more than reach.
What does an ABM program cost?
Pilot programs start from a mid four-figure monthly budget. The exact scope depends on TAL size, ABM type (1:1, 1:Few, 1:Many), and the channels used. We run the numbers for your specific scenario in the intro call.
How long until first results?
First traction (account engagement, first discovery calls) typically shows within a few months of launch, depending on the ABM type: 1:Few programs usually run 6 to 12 months, 1:1 programs 9 to 18 months. Deals follow along each sales cycle (6 to 24 months). You'll find the full overview in the benchmark table above.
Why do you work with simulations instead of references?
We won't show you polished logos. We show you our thinking, through scenarios you'll recognize yourself in. We work with fully modeled, fictional but realistic campaign scenarios per industry, the ABM playbooks. They're always clearly marked as simulations and show how we think, calculate, and operate.
Which industries do you work in?
For manufacturers of complex capital equipment and industrial technology: machinery, automotive and e-mobility suppliers, aerospace suppliers, industrial automation/IIoT, and industrial metrology. Our five playbooks cover these industries with one fully modeled scenario each.
How does ABM differ from classic lead generation?
Classic lead generation optimizes for volume: as many contacts as possible, scored against generic criteria. In capital equipment that produces many unqualified leads that sales won't touch, while trade-show contacts fizzle out because systematic follow-up across every stakeholder is missing. ABM reverses the order: first the named target account list is set, then every account and every role in the buying committee is worked deliberately, with content that fits.
Which tools do you use?
For marketing automation and CRM we rely on HubSpot; for buying-committee mapping and outreach, LinkedIn Sales Navigator, plus visitor identification (which companies visit the website) and intent data (trigger signals such as job postings, tenders, or investment announcements).