Account Based
Marketing:
targeted prospecting
on your strategic
accounts.
Account Based Marketing (ABM) flips the logic of mass marketing. Instead of generating leads by volume, Seventic focuses an ultra-personalised approach and coordinated outbound prospecting on the accounts that truly drive your revenue.
What is Account Based Marketing?
Account Based Marketing — marketing focused on strategic accounts — is a B2B approach that flips the classic conversion funnel. Rather than attracting a large volume of prospects to qualify only a fraction, ABM starts from a short list of high-potential target accounts and focuses every marketing and sales action on them.
Each account is treated as a market in its own right. Messages, content and touchpoints are personalised around the real challenges of the company and of every decision-maker involved. You no longer address a generic persona: you speak to identified people, inside identified organisations.
It's a strategy built for long sales cycles, high-value deals and organisations where decisions are made by several people. Where mass marketing casts a wide net hoping to convert a few, ABM aims precisely — and durably aligns marketing and sales teams around the same accounts.
Mass marketing aims for the moon.
ABM aims for the account — and hits it.
The 3 types of ABM
Depending on the number of accounts targeted and the degree of personalisation, an ABM campaign comes in three approaches — often combined within a single ABM strategy.
ABM, inbound, outbound:
what's the difference?
These three approaches don't compete — they complement each other. Inbound attracts, outbound engages, ABM concentrates. Understanding what each does best helps you know when — and how — to deploy Account Based Marketing.
| Criterion | Inbound | Outbound | ABM |
|---|---|---|---|
| Starting point | The prospect comes to you (content, SEO) | You reach out to a list of prospects | You start from a chosen list of target accounts |
| Targeting | Broad, persona-based | Defined, contact lists | Ultra-targeted: named accounts + decision-makers |
| Personalisation | Low to medium (segments) | Medium (per contact) | High (per account and per role) |
| Effort per account | Diluted across volume | Moderate | Concentrated on high-value accounts |
| Best for | Awareness, lead volume, short cycles | Booking meetings quickly | High-value deals, long cycles, buying committees |
| Measurement | Traffic, MQLs, cost per lead | Meetings, cost per meeting | Engaged accounts, pipeline, revenue per account |
Do you have to choose? No. The best-performing companies combine all three: inbound builds awareness over time, outbound opens conversations, and ABM directs that effort toward the accounts that truly weigh on your pipeline. ABM isn't an alternative to prospecting — it's a way to make it surgical.
ABM becomes the right choice as soon as your deals are high-value, several decision-makers are involved, and your sales cycles span several months. In that case, spreading effort across a large volume of leads is expensive for little return: better to concentrate commercial energy on the accounts where your growth actually happens. That's exactly what Seventic orchestrates, driving ABM through outbound prospecting.
In concrete terms: an account that downloads a white paper (inbound) and that ABM has flagged as strategic triggers a personalised outbound sequence — the CIO is contacted on the detected angle, the CFO on the business case. The same account, several coordinated touchpoints.
ABM powered by outbound prospecting
Most ABM agencies treat the subject as a pure marketing play: content, LinkedIn Ads, retargeting, marketing automation. Useful, but not enough when you actually need to start a conversation with a buying committee.
Seventic's strength is to drive ABM through outbound prospecting. Our SDRs don't broadcast: they engage. Phone, LinkedIn and email are orchestrated around each account, in coordination with your marketing. The result: real conversations with the right people, not just ad impressions.
This approach relies on sector-native, senior SDRs — including in Tech & SaaS — and extends the expertise of our B2B lead generation agency.
No data, no ABM
ABM is only as good as the precision of its targeting. You can't personalise at account level without a reliable, up-to-date, usable database. It's a major differentiator for Seventic: we don't rent files, we operate our proprietary database.
1.25 million qualified B2B contacts in France, 12 million across Europe — continuously enriched, never resold, and activated only within your campaigns. AI predictive scoring prioritises the accounts and contacts most likely to have a project.
This raw material feeds the mapping of your target accounts and the definition of your ideal customer profile (ICP) — the starting point of any effective ABM campaign.
A mechanism, not guesswork
A successful ABM campaign isn't a series of isolated actions. It's a mechanism where each step prepares the next, from choosing the accounts to the sales conversation.
You stay in control at every step: face-to-face brief, weekly conf call led by your SDR, direct phone number. The relationship is direct, not intermediated.
The link with project detection: not every account worked is mature immediately. Those that aren't move into project detection and nurturing, until the signal that triggers a qualified appointment.
Why ABM works
ABM is no longer an emerging trend: it's a B2B standard, documented by the industry's leading research firms.
ABM connects with all our levers
Everything about ABM
Answers to the most common questions about Account Based Marketing and how to deploy it.
How many accounts do you target in an ABM campaign?
Is ABM only for large enterprises?
Can we start from our own list of target accounts?
How do your SDRs engage several decision-makers within one account?
How quickly is an ABM campaign up and running?
How do you measure the success of an ABM campaign?
Does ABM replace our regular prospecting or complement it?
Do we keep the accounts and contacts worked at the end of the engagement?
Can you run ABM campaigns across European markets?
Your strategic
accounts
are waiting.
In 30 minutes, we frame your target accounts, your priority decision-makers and the ABM approach best suited to you. You leave with a clear view of the campaign Seventic can deploy.
