Account-Based Strategy GTM

Stop wasting time on unqualified leads. Focus your efforts on the accounts that really matter, and generate measurable business impact with an Account-Based GTM strategy aligned with your objectives.

Align marketing and sales with strategic accounts

Let’s discuss GTM account-based strategy

Why adopt an Account-Based GTM strategy?

Your campaigns are generating leads, but your salespeople aren't capitalizing on them?

Your marketing and sales teams don't always work together effectively

You are spending significant budgets to reach too broad an audience.

The leads generated are not sufficiently qualified or convert poorly.

Your sales pipeline lacks visibility on strategic accounts

👉 Solution: Account-Based GTM...

...orchestrates targeted, personalized campaigns on the right accounts, in perfect coordination with sales

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Our 8-step methodology for high-performance Account-Based GTM

💬 Align your teams, target better, and build a strategy that finally generates business.

1️⃣ Define your business objectives 🎯

Objective: lay the foundations for a coherent Account-Based GTM strategy, aligned with business priorities.

Define your business objectives

What we do for you:

  • Train your teams on what ABM strategy is, 1:1, 1:Few, 1:Many deployments and what they entail
  • Identify your acquisition, expansion or loyalty challenges
  • Define business-oriented KPIs (pipeline, revenue, conversions)
  • Align marketing, sales and top management on the same compass
🧙"Not even Merlin draws a circle without knowing its center."

📅 Let's discuss your ABM goals together

2️⃣ Identify the right accounts 🏰

Objective: Focus your resources on accounts with the highest potential.

identify the right accounts

What we do for you:

  • Analysis of your current customer accounts and definition of your Ideal Customer Profile (ICP)
  • Segmentation into Tiers 1, 2 and 3
  • Mapping your Buying Groups
👨‍🎨"Better aim right than aim wide." - Leonard, probably.

📅 Let's identify your target accounts together

3️⃣ Align marketing and sales 🤝

Objective: Create a united team, focused on the same accounts and the same results.

Align marketing and sales

What we do for you:

  • Formalization of a clear SLA
  • Defining everyone's roles (marketing, SDR, sales, CS) aligned with the Account Journey
  • Implementation of alignment rituals
⚔️"An army of knights without a round table is a disorganized army."

📅 Let's align your marketing and sales teams

4️⃣ Designing personalized journeys 📢

Objective: Engage your target accounts with relevant, synchronized content.

Design personalized journeys

What we do for you:

  • Analysis of existing content and campaigns. Identification of quick wins
  • Defining custom content to be created according to account maturity
  • Choosing the right channels (email, social, display, events...)
  • Synchronization of marketing and sales sequences
🪄️"An effective spell adapts to the recipient."

📅 Let's personalize the customer journey

5️⃣ Orchestrating campaigns 🚀

Objective: Activate your accounts on the right channels, at the right time.

Orchestrating campaigns

What we do for you:

  • Implementation of ABA campaigns (Demandbase, LinkedIn...)
  • Orchestration of marketing actions & SDR
  • Coordinated follow-up and reminders via CRM/MA
💌"A poorly launched message will never reach its target."

📅 Let's orchestrate your ABM campaigns

6️⃣ Leveraging intention signals 🔥

Objective: Prioritize accounts truly ready for action.

Exploiting intention signals

What we do for you:

  • Analysis of engagement signals (web, ad, email, content)
  • Application of the FIRE model (Fit, Intent, Relationship, Engagement)
  • Identification and sharing of "hot accounts" with teams
🚥"All the signals are there, you just have to know how to read them."

📅 Tell us about your intent signals

7️⃣ Measure & adjust 📊

Objective: Drive your ABM strategy with business data, not vanity metrics.

Measure & adjust

What we do for you:

  • Monitoring pipeline, revenue, conversion rate KPIs
  • Marketing & sales performance measurement
  • Continuous optimization of campaigns and targets
📈"What can't be measured... ends up in the dungeon."

📅 Tell us about your intention signals

8️⃣ Scale the strategy 🏆

Objective: Industrialize what works and extend your success to other accounts.

Scale the strategy

What we do for you:

  • Implementation of a duplicable framework
  • Tool/process integration to automate
  • Progressive extension to new accounts or regions
🌎"What works for a village, can work for an entire kingdom."

📅 Industrialize your ABM strategy with us

🧙‍♂️ Why choose Merlin/Leonard?

At Merlin/Leonard, we don't do things for you. We work with you to structure and upskill your teams and activate more aligned, more strategic, more sustainable B2B marketing.

🧠 A desire to pass on, train and empower your teams

🧱 Proven methodologies, adaptable to your maturity level

🤝 A tightly-knit team, available and really listening

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🔎 Recognized expertise in key tools: Marketo, Demandbase, CRM

Frequently asked questions

ABM focuses on targeted marketing campaigns, while Account-Based GTM also integrates sales and customer experience for a more comprehensive approach.

Generally speaking, the first signs of impact appear within 3 to 6 months, but a well-executed GTM strategy generates a sustainable ROI over the long term.

Solutions such as Demandbase, 6sense, Marketo, Salesforce and HubSpot can be used, but strategy always takes precedence over technology.