Account-Based Marketing (ABM)
Account-Based Marketing is one of the three pillars of the Marketing department, alongside our Content Strategy and Events programs. Where content and events cast a wide net, ABM focuses marketing and sales effort on a defined list of high-value target accounts.
Where ABM shows up today
ABM at FlowFuse is currently expressed through a few concrete activities rather than a single dedicated program page:
- Paid advertising: targeted ABM campaigns on LinkedIn and Google Ads are run as part of Demand Generation to reach specific target accounts, drive traffic to key content, and generate MQLs.
- Intent signals: ad interaction data from ABM platforms (e.g. ZenABM) is one of the behavioral signals used to classify Intent Outbound leads, alongside website visit tracking (HubSpot Intent, Warmly) and content engagement patterns.
- Sales execution: Account Executives are directly responsible for targeting key accounts using an ABM approach in their region — see the Account Executive job description for the EMEA, US, and other regional variants.
- Digital marketing skills: familiarity with LinkedIn ABM tooling is listed as a core skill for the Developer Relations Advocate role, reflecting how ABM campaigns are supported cross-functionally.
How it fits together
- Sales and marketing agree on a target account list, based on our Ideal Customer Profile (ICP).
- Marketing runs targeted paid campaigns (LinkedIn, Google Ads) against that account list as part of Demand Generation.
- Engagement and ad-interaction data from ABM tooling feeds into lead scoring, surfacing accounts as Intent Outbound leads for sales follow-up.
- Account Executives use ABM to prioritize and engage these key accounts directly, tracking outcomes in HubSpot.