Account Based Campaigns (ABM/ABX)

An Intelligent Demand-powered account based campaign is one of the fastest ways to create targeted awareness and engagement, qualified meetings, pipeline and closed won deals for your high value, strategically prospects and customers. We use this powerful go to market motion to help our clients acquire new customers; retain and renew existing customers; and upsell, cross-sell, and expand relationships with existing customers with more targeted, higher value market segments.

Account based approaches are at the center of what we do.

We’ve been doing account based and investing in it long before ABM became a hot trend in B2B revenue growth. In fact, we’re a daily practitioner of it with over 90% of our clients because they trust our track record and methodology.

If we create an account based campaign together, it will likely take the form of one or both of these strategies:

1:One Account Based

We recommend this highly targeted, highly personalized approach for your largest, most strategically important, single accounts.

1:Few Account Based

We recommend this targeted and personalized approach for high value, important clusters of accounts that share similar characteristics.

We offer a full suite of integrated, account based services including strategy, execution, analytics and optimization. Here are the key activities and deliverables we typically provide with our ABM campaigns:

Alignment: One Revenue Team™ ABM stakeholder kickoff, orientation, workshops, and ongoing alignment check-ins

Strategy: research, discovery and integrated ABM campaign strategy and workflow architecture for 1:One ABM and 1:Few ABM approaches

Audience: audience definition and targeting including market segments, ideal customer profile (ICP) development, target account list (TAL) development, personas, needs and use cases, and journey stages

Messaging: personalized, relevant, and differentiating messaging and content planning mapped to your prospect and customer buying journey 

Creative: overarching creative strategy and concept that grabs attention and engages your target audience with a compelling, personalized story that sets your brand and offerings apart from your competition

Account Based Media: multi-channel, account based paid media planning, buying, campaign management

Personalized Content: content development, creative assets, and personalized web/digital experiences for campaigns, SDR/CSR cadences and sales enablement

Enablement: enablement messaging, content, scripts, process management, and support for sales development, sales, and customer success 

Technology: MarTech, AdTech and SalesTech planning, campaign and cadence builds, quality assurance, launch and ongoing monitoring and management 

Data: data analysis, hygiene, append, and intent data to guide and fuel your account based campaign

Project Management and Program Oversight: integrated, agile project management for all work streams, deliverables, dates, and scope parameters, as well as oversight for the entire engagement to ensure success


We define account based marketing (ABM) as targeting and orchestrating your company’s resources, people, and processes to drive quality engagement, revenue, and better customer experiences for your most important accounts. We often drop the “M” and call it account based or even account based revenue (ABR) because Marketing can’t and shouldn’t do it alone.

B2B revenue growth is a team sport!

The account based expansion campaign that we created with Intelligent Demand exceeded our expectations. We saw real, attributable growth in our sales pipeline and our sales team closed opportunities with nearly 20% of our target accounts.

See how Intelligent Demand helped Vizient generate $118.7M in revenue with a 2022 award-winning AB campaign.

See the work

Interested in Account Based services for your company?

Reach out and discuss your use case, needs and goals with an ID growth consultant. We’ll share what the right engagement might look like in terms of deliverables, timelines, costs, and return on investment.