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ABM agency: account-based marketing systems built on your data

OneGTM is an ABM agency for B2B teams that sell to a defined set of accounts. I build the account list and tiers, map the buying committee at each account, watch for intent and buying signals, push matched audiences to your ad platforms, and run multi-threaded outbound so sales and marketing work the same accounts at the same time.

By Garrett Wolfe, founder of OneGTM. Updated .

Key takeaways

  • ABM is a list decision first. A tiered account list your sales team agrees with matters more than any platform.
  • Map the buying committee. Most B2B deals need several people, so reach several people.
  • Signals decide which accounts get attention this week, so effort follows real activity.
  • Matched audiences and outbound should hit the same accounts in the same weeks.
  • Measure ABM by account: engagement, meetings, and pipeline per tier, not clicks.

What an ABM agency should build

Target account list and tiers

Accounts scored for fit and sorted into tiers, signed off by sales before anything runs. Size it with the TAM calculator.

Buying committee mapping

The economic buyer, champion, users, and blockers at each tier one and two account, found and verified.

Intent and signals

Website visits, hiring, job changes, funding, and third-party intent, matched to the list. See buying signals.

Matched audiences

LinkedIn, Google, and Meta audiences built from the list and the committee, refreshed as it changes. Your paid team or agency runs the ads.

Multi-threaded outbound

Email and LinkedIn to several people per account, with messages written by role.

Rep views and alerts

CRM views and Slack alerts that show which accounts are active today and why.

ABM tiers: one-to-one, one-to-few, one-to-many

TierAccountsWhat they get
One-to-oneA few dozen of your best-fit, highest-value accountsResearch per account, custom messaging, executive outreach, sometimes direct mail
One-to-fewClusters of similar accounts, often by industry or use caseMessaging per cluster, multi-threaded outbound, targeted ads
One-to-manyThe rest of the scored listSignal-triggered outbound and broad matched audiences

ABM agency vs. ABM platform

ABM platformABM agency (OneGTM)
What you getSoftware: intent data, ads, and account dashboardsThe list, the committee, the signals, the outbound, and the reporting, built in your tools
Who does the workYour teamMe, then your team after handover
Best forTeams with ops capacity to run itTeams that need ABM running without a new platform and an ops hire

Platforms are compared in best ABM platforms, and third-party intent in intent data providers. Many teams run a platform and still need someone to build the list and the outbound around it.

What an ABM build looks like

  1. List: Score the market, pick tiers with sales, and freeze the list for the quarter.
  2. Committee: Find and verify three to six people per tier one and two account.
  3. Signals: Wire website visitors, hiring, and job changes to the list, with Slack alerts to account owners.
  4. Audiences: Push the list and the committee to LinkedIn and Google for your paid team.
  5. Outbound: Sequences by role and tier, timed with the ads.
  6. Reporting: Engagement, meetings, and pipeline per tier, reviewed every two weeks.

For Patlytics, an AI patent platform, the build covered intent signal aggregation and BDR enablement alongside inbound and outbound.

ABM agency FAQ

What does an ABM agency do?
An ABM agency helps B2B companies focus sales and marketing on a defined list of target accounts. That usually means building and tiering the list, mapping buying committees, monitoring intent, running targeted ads and outreach, and reporting by account.
What is account-based marketing?
Account-based marketing is a B2B approach where sales and marketing pick a set of high-fit accounts and coordinate ads, outreach, and content to reach several people at each one, instead of generating as many individual leads as possible.
Do I need an ABM platform to run ABM?
No. A scored account list, intent and signal data, matched audiences on LinkedIn and Google, and multi-threaded outbound can run on your CRM and existing tools. A platform helps once the program is large and someone owns it.
Does OneGTM run ads?
No. OneGTM builds the account lists, audiences, signals, and outbound. Your paid team or paid media agency runs the ads against those audiences.
How do you measure ABM?
By account and tier: share of target accounts engaged, meetings, pipeline created, and win rate, compared against accounts outside the program.
How many accounts should be in an ABM program?
It depends on deal size and team capacity. A common shape is a few dozen one-to-one accounts, a few hundred one-to-few accounts in clusters, and a larger one-to-many tier worked by signals.

Want ABM running on your data without a new platform?

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