B2B account-based marketing
Target the companies that matter. Stop marketing to everyone.
ABM programs deliver up to 50% higher ROI
than non-ABM marketing efforts.*
(*Forrester Research)
Why?
Because it focuses budget on the accounts most likely to buy.
Most B2B campaigns cast a wide net and hope the right buyers swim in. In complex industries, that only wastes time and budget. Your best opportunities sit inside a defined group of companies, with defined decision-makers who already fit your commercial model.
Chasing volume is a wasteful strategy that takes time and money. With Account-Based Marketing (ABM), MindMoB focuses your effort on the accounts most likely to convert, expand and deliver long-term value. We follow a structured and measured approach that aligns with your sales team.
What B2B ABM with MindMoB achieves
ABM gives you control over where your growth comes from. You decide which companies matter. We build a system that increases visibility, credibility and engagement within those organisations – across the right roles and stages of the buying group.
For B2B companies, that means fewer irrelevant enquiries and stronger conversations with decision-makers. ABM links marketing and business development into one coordinated effort. Stop operating in parallel and start working from the same target list!
What B2B ABM isn’t
We won’t blast personalised emails to a spreadsheet, run LinkedIn ads to “similar audiences” and call it targeted or jump on short-term lead grabs. ABM works when it is treated as a structured growth model, not a campaign.
ABM requires discipline: clear account selection, defined personas, aligned messaging, and proper tracking. Without those foundations, it becomes another tactical experiment that delivers activity without momentum.
How we do B2B ABM
Define the right accounts
We identify the companies that fit your margins, capability and growth plans, then align marketing and sales around a shared commercial target list.
- 5Account profile based on revenue and sector fit
- 5Named target company list
- 5Defined buying group roles in each account
- 5Marketing aligned to revenue priorities
Build messaging for each buying role
We structure layered messaging that addresses the different risks and outcomes that matter to procurement, technical and executive stakeholders.
- 5Persona mapping across buying groups
- 5Pain points validated through interviews
- 5Messaging tailored to commercial and operational concerns
- 5Proof points aligned to real decision criteria
Activate, track and refine engagement
We deploy coordinated campaigns into defined accounts, then track engagement at company and stakeholder level through CRM systems.
- 5LinkedIn, paid media and direct outreach aligned to target list
- 5Personalised landing pages and account-specific content
- 5Engagement tracking by company and role
Why B2B companies choose MindMoB
The MindMoB team works in industries where deals are high value and sales cycles are long. Broad marketing does not make an impact in competitive markets. Procurement teams, boards, and technical evaluators require evidence before engagement.
Our approach combines deep industry understanding, structured strategy, integrated systems and commercial accountability to succeed. Influence inside the accounts that matter: that’s always our goal.
See our client success stories
PSA Consulting
Strengthened visibility inside defined transport and planning clients through aligned messaging and targeted digital rollout.
Hypha
Refined positioning to engage technical and executive stakeholders within mission-critical target accounts.
Core Asset Co
Repositioned offering to influence senior stakeholders within major mining operators.
Get the 90-day action plan
Turning business goals into marketing direction..
Learn more about B2B marketing
Account-Based Marketing for engineering and mining companies
Why you don’t trust ‘Marketing Strategy’
Why business to business marketing is crucial for company growth
See if we're the right fit for you
MindMoB partners with B2B companies that:
- NKnow which companies they want to win, but struggle to reach them
- NTraditionally relied on referrals, which makes it hard to control your sales pipeline
- NHave complex services that require education and proof
- NWant marketing and sales aligned around the same accounts
Frequently asked questions
What is Account-Based Marketing in B2B?
Account-Based Marketing is a strategy where you target specific companies rather than broad audiences. Instead of generating large volumes of unqualified leads, ABM concentrates resources on your ideal client. It aligns marketing and sales around a shared list and builds influence within those organisations over time.
Is ABM suitable for complex or technical industries?
ABM is particularly effective in industries like mining, engineering and manufacturing, where decisions involve multiple stakeholders and high-value contracts. It allows you to tailor communication to each role in the buying group, ensuring your technical expertise is presented in a commercially relevant way.
How is ABM different from traditional lead generation?
Traditional lead generation often focuses on volume: more traffic, more form fills, more names in a database. ABM prioritises quality and fit. It starts with defined accounts and builds engagement inside them. The emphasis shifts from collecting contacts to progressing real opportunities within known organisations.
How long does ABM take to produce results?
ABM supports long sales cycles. Early indicators include increased engagement from target accounts, repeat visits to key pages and stakeholder interaction with tailored content. Over time, this converts into stronger conversations and higher-value opportunities. It is a structured, ongoing growth approach rather than a short burst tactic.
What internal involvement is required for ABM to work?
Your input is critical. You know which accounts deliver the strongest work and which stakeholders influence decisions. We facilitate workshops to capture that knowledge and translate it into a defined targeting and messaging structure. ABM works best when leadership, sales and marketing all work together.