20/04/2026
50 cold emails got us 2 meetings. 50 ABM accounts got us 14 meetings. Same budget. Different strategy.
Account-Based Marketing is not complicated. It's just the opposite of what most B2B companies actually do.
Most B2B outreach: cast wide, hope someone bites.
ABM: identify 50 exact-fit companies, learn everything about them, make every touchpoint feel personal.
The ABM playbook that worked for IT and fintech clients in the US, UK and Canada:
Step 1: Build your Ideal Customer Profile with real data (not assumptions)
→ Revenue range, tech stack, headcount, growth signals, recent news
Step 2: Map 3–5 contacts per account (not 1)
→ Champion + Economic Buyer + Technical Evaluator minimum
Step 3: Personalise channel-by-channel
→ LinkedIn: connect + value-add content engagement before any DM
→ Email: reference something specific to their company
→ Ads: retarget only your 50 accounts (not your whole vertical)
Step 4: Orchestrate — don't just touch once
→ Average enterprise B2B deal requires 27 touchpoints before a yes
The result? Fewer conversations. Higher quality. Faster decisions.
The companies I see struggling in B2B aren't failing because their product is bad. They're failing because they're talking to everyone and resonating with no one.
What's the #1 thing stopping you from building an ABM programme right now?
(Keywords: b2b lead generation, lead gen, Urbanspell, b2b consultation, account-based marketing )
