ABM pilot programme: focus on the accounts that drive growth

A practical way to start account-based marketing and sales with your most important accounts.

Start your ABM pilot programme

Many B2B organisations want to grow strategic accounts and win larger deals. Yet commercial effort is often spread across too many opportunities. Marketing generates leads, sales pursues many prospects, and growth in key accounts remains unpredictable. An account-based marketing and sales pilot programme helps your organisation focus its go-to-market strategy on the companies that matter most. Instead of broad campaigns, sales and marketing work together to engage a defined set of high-value accounts.

Start with a pilot programme. Learn what works. Then scale with confidence.

Who an ABM pilot programme is for?

An ABM pilot programme is most valuable for B2B organisations that want to improve how they win and grow strategic accounts. Typical situations include:

You want to grow a defined set of high-value accounts
Sales and marketing need stronger alignment around key accounts
Your go-to-market strategy feels too broad
Marketing generates leads but not enough strategic opportunities
You want to test account-based marketing before scaling

What we do in the pilot programme

We work closely with your sales and marketing teams to design and launch a focused account strategy.

• Define the ideal customer profile and growth segment
• Select a focused set of target accounts
• Identify key buying group stakeholders
• Develop tailored messaging and value propositions
• Launch coordinated sales and marketing engagement

What will you gain from the pilot programme?

At the end of the pilot, your organisation will have:

A clearly defined ideal customer profile and target account list
Messaging tailored to real buying group challenges
Proven engagement approaches for key accounts
Stronger sales and marketing alignment
Clear insight into how to scale account-based marketing

This creates a foundation for more predictable growth in strategic accounts.

How the ABM pilot programme works

Phase 1 – Focus & preparation

Define ICP and target segment
Select priority accounts
Map buying groups and stakeholders
Develop messaging and engagement plays

Phase 2 – Live engagement

Launch account engagement
Support sales outreach
Monitor engagement signals
Optimise messaging and approach

Phase 3 – Insight & scaling

Analyse account engagement
Evaluate sales and marketing alignment
Identify winning messaging and plays
Define next steps for scaling

Start your ABM pilot programme

Focus your sales and marketing on the accounts that matter most and build a stronger foundation for strategic account growth.

Book an ABM pilot conversation Download our free ABM guide

Reach out

Discover our ABM success stories

Scaling 1:1 account-based marketing at Salesforce

How Cyclomedia excelled with account-based marketing

From outbound to inbound and ABM at Odido

Frequently asked questions about ABM pilot programmes

Account-based marketing and sales (ABM) is a B2B growth strategy where sales and marketing work together to focus on a defined set of high value target accounts. Instead of marketing broadly, organisations develop tailored engagement for specific companies and buying groups. For a full explanation, see our blog on account-based marketing.

Most pilot programmes run between three and six months. This allows organisations to engage target accounts, learn from real interactions, and decide how to scale.

Typically between 10 and 30 strategic accounts. But you can scale it down to a 1-to-1 programme for a couple of key accounts, or more than 30 accounts, if you want to scale.

No, an ABM pilot programme is interesting for many B2B companies, especially when you have a high value product or service for a dedicated market. Many mid-sized B2B organisations start with a pilot programme to improve focus and alignment.

A pilot programme tests account selection, messaging, and engagement before organisations scale ABM across the organisation.