Do you recognise any of these situations?
- A market interests you, but you lack reference points to decide which segments and companies to prioritise.
- You have a list of strategic accounts, but cannot build enough relationships within them.
- Your customers offer further potential, but conversations stay focused on one contact, one entity or a first project.
Choose where to invest the effort
Not every account justifies the same commitment. Size alone does not determine how attractive an account is: you also need to understand its needs, its context, your ability to serve it and your chances of making progress there.
This thinking helps you choose a market, refine a segment and identify the companies that deserve particular attention. It also separates the accounts to develop now from those where you first need to build a presence.
Engage the people who move the decision forward
In a complex B2B purchase, several people are involved, each with different priorities. A single contact rarely gives you a full enough view of the account.
The account-based approach organises the contributions of marketing and sales around the chosen companies. Content, campaigns, events and sales approaches are used to open relationships, widen them and support the decision over time.
This approach also applies after a first sale: understanding other needs, meeting a new team or engaging another entity can pave the way for expansion.
Build and track shared progress
We analyse markets, select accounts and deepen our knowledge of their challenges and the people involved. We then build the engagement strategy and the actions to roll out with your teams.
Tracking focuses on real progress: accounts engaged, relationships opened, people involved, qualified opportunities and deals won. It helps you decide where to keep investing effort and how to adapt the approach.
A first programme can focus on a segment, a group of accounts or an expansion goal, then be extended based on what the team learns.
