An intro to account-based marketing

Agencies are in a unique position right now. On one hand, clients are demanding more: more precision, more relevance, more results. On the other, budgets are being scrutinised, competition is fierce, and new business wins are harder fought than ever.

So how do you cut through? How do you make sure the right brands know your agency exists - and more importantly, see you as the right fit?

For many agencies, the answer lies in something that’s been quietly gaining traction over the last few years: Account-Based Marketing (ABM).

ABM isn't just for B2B tech companies or enterprise software providers anymore. It's increasingly becoming a powerful, practical approach for agencies - especially those chasing long-term client relationships and higher-value accounts.

If you’re still relying on broad lead generation campaigns or spray-and-pray outreach, it might be time to reconsider your approach.

Thinking beyond the traditional new business funnel

The classic agency new business model usually goes something like this: build a mailing list, send out a newsletter, maybe make some cold calls, and hope the timing lines up. But anyone who’s done it knows that the odds are rarely in your favour.

Most of the time, the brand isn’t ready to review, or they’re tied into an agency relationship. Even when you do get a response, it’s often lukewarm - a polite “we’ll keep you in mind” that doesn’t go anywhere.

ABM flips that approach on its head.

Instead of targeting hundreds of brands with a generic message in the hope of catching someone mid-pitch-process, you focus on the ones that matter most - the brands you know you can help, where there’s a clear business fit, and where the potential value justifies a tailored approach.

It's slower upfront, yes. But in the long run, it’s infinitely more rewarding.

ABM is a mindset, not a campaign

One of the most common misconceptions about ABM is that it’s something you “do” - a campaign or tactic you roll out once a quarter. But the most successful agencies treat ABM as a mindset. It shapes how they think about new business, how they prioritise outreach, how they brief their teams. It’s less about automation and more about alignment.

It also has ripple effects across the whole agency:

• Strategy and creative teams get to work on pitches that are more focused.
• Business development feels less transactional.
• Marketing stops being a numbers game and becomes a relationship-building engine.

It also makes new business more enjoyable. Because you’re not selling a generic ‘capability deck’ - you’re creating something specific, relevant, and genuinely valuable to the client. It’s less salesy, more consultative.

Why it works - especially for agencies

There’s a natural fit between ABM and agency life. The value of agency relationships isn’t just in the pitch, but in the long-term impact, the nuance of the brief, the way you work together over time. ABM aligns with that. It helps agencies build the kind of trust and familiarity that leads to bigger scopes, retained work, and lasting partnerships.

Here’s why it works so well:

• Agency deals take time. Winning agency business isn’t like selling a SaaS licence. There are multiple decision-makers, complex scopes, budget cycles, etc. But ABM allows you to stay in the picture over time. Slowly but surely, you’re building familiarity and relevance that will keep you top of mind.
• The pitch process is about fit. When a brand is reviewing agencies, they want more than credentials. They want to feel understood. ABM gives you the tools - and the mindset - to show that you get their business, their audience, and their goals. You’re the one who can carry their next campaign with confidence.
• It keeps you ready for the right moment. You can’t always control when a brand goes to pitch. But with ABM, you’re not starting from scratch when that happens. You’ve already done the groundwork. You’ve already got their attention. You’re not just another agency on a longlist - you’re the one who’s already adding value.

What holds agencies back?

Most agencies like the idea of ABM. But many struggle to get started - or to do it well. Not because they lack creativity, but because they lack information.

You can’t build a relevant, insight-led campaign if you don’t know:

• Which brands to focus on
• Who’s making the decisions
• Which agency relationships already exist
• When those relationships are likely to change

Without that context, even the best-crafted outreach can miss the mark.

Turning data into action

ABM is fuelled by curiosity. And good ABM starts with good questions.

What’s happening inside this brand right now? Have they just launched something new? Hired a new marketing lead? Changed strategy? What’s their current agency roster like? How long have they been with them? What challenges are they likely facing?

At times like this, a crystal ball would come in handy. But one better than that is effective market intelligence and the ability to act on it. That’s where platforms like ALF Insight can help. We bring together media spend data, contact details, agency relationships, personnel changes, and brand activity. It helps you connect the dots so you can time your outreach with confidence.

What ABM looks like in practice

Let’s say you’re a digital agency with a strong track record in travel and tourism. You’re seeing that sector bounce back, and you want to land two or three big-name clients over the next 12 months.

Instead of waiting for a pitch list to surface, you identify brands investing in marketing again - maybe they’ve increased ad spend, maybe they’ve made a key marketing hire, or maybe they’ve just launched a campaign.

You dig into their positioning. Their pain points. Who their audience is. Who their current agency is.

Then, you build something specific. Not a case study reel or creds deck, but something that shows you understand what they’re trying to achieve, and how you can help them do it.

That’s ABM done right. And it’s miles away from cold emails and generic intros.

Conclusion: better leads, better relationships

The days of cold calling hundreds of brands a week and hoping something lands are over. Agencies don’t need more leads - they need better ones. Ones that convert. Ones that last.

ABM helps you show up in a smarter way - as a partner who’s already done the work, not just another agency chasing a pitch. It’s slower, sure, but the relationships you build are stronger, the conversions higher, and the work better.

So if you’re tired of the churn-and-burn approach to outreach, ABM offers a better path. One that’s more intentional. More strategic. More human.

And if you’re wondering where to start, start with the brands you truly want to work with. The ones that excite your team. The ones where you know you can make a difference. Understand what they need and use that insight to build something they can’t ignore.

Because in the end, that’s what ABM is really about - not just being seen, but being right.

If you’re serious about making Account-Based Marketing work for your agency, book a demo with ALF Insight and see how easy it can be to find the right clients, connect with the right people, and reach out at just the right moment.

Here’s what a few of our agency clients have to say about ALF Insight…