An ABM framework the marketing team built its roles around, and more than 40 deal plans across six verticals.

The company sells into many industries, and each business vertical has its own marketing team. Each one needed content that spoke to its own buyers, its own deals and its own industry pain points.

The integrated campaigns team wanted those teams to market to existing clients more effectively, using an account-based approach. The vertical teams wanted to put the content they already had to work on active deals. And everyone wanted fresher, more engaging ways to reach their audiences.

We started with an ABM blueprint for growing existing accounts: four phases, 12 stages and four levels of content customization, so teams could match the effort to the size of the opportunity. It came with a 30-page ABM manual, a process and responsibilities guide, an FAQ, a content brief template and a guide to customer pain points.

Next, we brought the framework to six vertical marketing teams. We built customer profiles and insights for each vertical, audited more than 200 existing assets and wrote one-page campaign plans for active deals, each one using content the team already owned. Four guides, five campaign types and more than 20 digital event concepts gave the teams a repeatable way to keep going.

Along the way, we researched interactive content, with 16 examples to inspire fresher formats, and wrote a white paper on customer experience in healthcare and life sciences.

The marketing team built its own roles and responsibilities chart on the framework and had it reviewed by an outside ABM advisor. The company came back for more work three times in 2023, and the program continued through mid 2024.

Six vertical teams went from a shelf of existing content to one-page plans tied to active deals, without commissioning new assets. In 2024 the program grew into content themes and a briefing kit built from expert interviews with all six verticals.