Focus sales and marketing on high-value accounts with relevant messaging, personalised journeys and coordinated outreach that creates more qualified opportunities.
For growth-stage B2B companies targeting specific sectors, named accounts or high-value opportunities.
Built for B2B companies where the right accounts drive growth.
Broad marketing rarely wins specific accounts.
Many B2B companies know the sectors, accounts and types of clients they want to win, but their marketing is still too broad to influence them properly.
Campaigns speak to the whole market. Landing pages feel generic. Outreach happens separately from paid, content and sales activity. Sales teams are left to create relevance manually, while marketing reports focus on channel performance rather than movement from the accounts that matter most.
The issue is not simply a lack of outreach. It is a lack of focus, relevance and connected journeys around the commercial opportunities worth pursuing.
Your market is too broad
You are reaching companies, but not necessarily the sectors, accounts or buying groups most likely to become valuable pipeline.
Your message is too generic
The proposition may be clear at a general level, but it does not feel specific enough to the priorities, pain points or context of your target accounts.
Your journey is too disconnected
Outreach, landing pages, proof, retargeting, content and sales follow-up are not working together as one account-based system.
You may not need more marketing. You may need more focus.
Account-based growth becomes important when the business is ready to move beyond broad demand generation and build a more deliberate route into the markets, sectors and accounts it wants to win.
Priority accounts are known, but not activated
Sales or leadership knows which companies matter, but marketing is not consistently built around reaching, influencing and progressing those accounts.
Leads are coming from the wrong places
Campaigns may be generating enquiries, but not enough from the companies, sectors or deal sizes that matter commercially.
Sector expansion feels opportunistic
You want to enter or grow within a specific market, but the route in is unclear, inconsistent or too reliant on ad hoc sales activity.
Outreach happens in isolation
Messages are being sent, but without the supporting landing pages, proof, content and follow-up journeys needed to build trust.
Digital journeys are too generic
Priority prospects arrive on the same pages as everyone else, with little relevance to their sector, role, challenge or buying context.
Sales and marketing are not aligned around accounts
Marketing focuses on channels while sales focuses on targets, leaving neither team with one shared account-growth plan.
From broad activity, to focused account growth.
Broad B2B marketing creates visibility across a market. An account-based growth system concentrates targeting, messaging, journeys and activation around the sectors and accounts with the greatest commercial potential.
The goal is not just more outreach. The goal is more relevant engagement with the accounts most capable of creating meaningful pipeline.
Before
After
Four Growth Levers turn account focus into commercial movement.
Account-Based Growth & Outreach strengthens four connected Growth Levers: Market, Message, Mechanism and Momentum.
Together, they determine whether the business is focused on the right accounts, communicating something relevant, creating an effective route to action and maintaining enough coordinated activity to influence buying decisions.
When these levers are disconnected, account-based activity becomes little more than targeted outreach. When they work together, sales and marketing can build a more relevant growth system around priority opportunities.
Market
Are we focused on the right accounts?
Identify and prioritise the sectors, companies, buying groups and opportunities with the strongest commercial fit and growth potential.
Message
Are we giving those accounts a relevant reason to engage?
Shape the proposition, pain points, proof and value narrative around the commercial context of the audiences you want to influence.
Mechanism
Can engagement turn into qualified action?
Build landing pages, proof, CTAs, forms and follow-up journeys that make it easier for priority prospects to take the next step.
Momentum
Are we creating enough coordinated visibility and engagement?
Activate outreach and supporting channels so target accounts encounter relevant messages consistently across the buying journey.
How we build a focused account growth system.
We do not begin by sending more messages. We first clarify where growth should come from, then build the targeting, relevance, journeys and activation needed to create movement around those opportunities.
Define the market opportunity
We clarify which sectors, account types, buying groups and strategic opportunities are worth building focused growth activity around.
Prioritise the accounts
We segment and prioritise opportunities using fit, value, sales intelligence, sector relevance and realistic commercial potential.
Shape the message
We develop messaging around the problems, priorities and buying context of the sectors, accounts and decision-makers we want to influence.
Build the account journey
We create the landing pages, proof, content, CTAs and follow-up paths needed to support engagement beyond the first touchpoint.
Activate the right channels
We coordinate the channels most appropriate to the account strategy, which may include email, LinkedIn, paid media, retargeting, content, direct mail and sales activity.
Review engagement and improve
We use account engagement, sales feedback, lead quality and pipeline movement to refine targeting, messaging, journeys and campaign activity.
The capabilities behind focused account growth.
The exact mix depends on your market, sales model and commercial priorities. We combine the capabilities needed to identify valuable opportunities, create relevance and coordinate activity around the accounts you want to win.
Account strategy
We define where account-based activity should focus and which opportunities deserve the greatest sales and marketing attention.
Messaging and personalisation
We develop messaging that makes the proposition more relevant to specific sectors, account groups and buying roles.
Conversion journeys
We build the digital experiences that support target accounts after the first interaction and help them progress towards meaningful action.
Multi-channel activation
We coordinate the channels most likely to create visibility and engagement within priority accounts rather than treating outreach as a standalone activity.
Reporting and optimisation
We review account engagement and commercial feedback to understand where the programme is creating movement and where it needs to improve.
Proof is movement from the accounts that matter.
Account-based growth should be judged by whether priority accounts become more engaged, more relevant opportunities enter the pipeline and sales has stronger routes into the markets the business wants to win.
Global Enterprise Workplace Hygiene
Work completed
Movement
HKC
Work completed
Movement
ERA Group
Work completed
Movement
Built for B2B companies where the right accounts can change the growth picture.
Account-Based Growth & Outreach is designed for ambitious B2B companies where a relatively small number of sectors, accounts or high-value opportunities can materially influence growth.
May not be right
Good fit
Account-based growth works best when the wider system supports it.
Focused targeting creates more value when the strategy, authority and digital journey around each opportunity are strong enough to support engagement and conversion.
Growth Strategy & Planning
Clarifies ICP, positioning, market selection and channel priorities before account-based activity is scaled.
Website & Conversion Systems
Builds the landing pages, conversion journeys and website experiences that support account-based campaigns.
Demand Generation
Supports account-based growth with paid search, paid social, SEO, retargeting and demand capture where relevant.
Content & Authority Building
Creates the proof, expertise, case studies and thought leadership needed to build trust with high-value buyers.
Data, CRM & Growth Infrastructure
Connects account-based activity to CRM visibility, attribution, sales feedback and pipeline reporting.
Ready to win more of the market you actually want?
If your business is ready to focus growth around high-value sectors, accounts or opportunities, the next step is to understand where your current system is limiting movement.
The Growth Diagnostic helps identify your current maturity stage, assess the Growth Levers that need strengthening and define the clearest route towards more consistent, measurable pipeline.
Frequently Asked Questions.
Is this the same as cold outreach?
No. Outreach may be one part of the system, but Account-Based Growth & Outreach is broader. It includes account selection, market focus, personalised messaging, landing pages, proof, supporting campaigns and sales alignment.
Do we need an existing target account list?
Not necessarily. Some clients already have a defined list. Others need help identifying and prioritising the sectors, accounts and buying groups worth targeting.
What types of companies is this best suited to?
It is best suited to B2B companies with high-value products or services, specific target sectors, enterprise opportunities or strategic accounts where relevance and precision matter.
What channels are included?
The channel mix depends on the account strategy. It may include email, LinkedIn, paid media, retargeting, direct mail, organic content, landing pages and sales enablement.
How personalised does the campaign need to be?
Personalisation should match the value of the opportunity. Some campaigns may be sector-specific. Others may be account-specific or tailored to particular buying groups.
Can this support market expansion?
Yes. It is particularly useful for companies entering a new sector, expanding into a priority market or trying to win a stronger position with a defined group of accounts.
How does this fit with sales?
This service works best when sales and marketing are aligned. Marketing creates relevance, proof and engagement around the target accounts, while sales supports account intelligence, follow-up and opportunity progression.
How do you measure success?
Success should be measured through account engagement, lead quality, sales feedback, conversion quality, pipeline movement and progress within priority sectors or account groups.