Account-Based Growth

B2B and ABM Marketing Built Around Target Accounts

Silverback helps B2B teams reach the right accounts with the right message through LinkedIn Ads, Microsoft targeting, CRM segmentation, audience orchestration, SEO content, retargeting, and sales-aligned reporting.

Named-account campaigns need more than a list and a few ads. Strong ABM programs connect ICP clarity, account segmentation, audience data, content, landing pages, retargeting, CRM feedback, and reporting so sales and marketing can see how target accounts are moving.

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B2B / ABM MarketingAcross the Right Channel Mix

Why it matters

ABM fails when targeting is precise but the journey is thin.

Named-account campaigns need more than a list and ads. They need segmentation, content, retargeting, landing pages, CRM feedback, and reporting that sales and marketing both trust.

Gap	Why it matters
Target accounts are not segmented by intent or fit	All accounts receive the same message, regardless of priority or readiness.
LinkedIn spend is disconnected from sales feedback	Campaigns may reach the right people without improving sales movement.
Retargeting does not support buying stages	Engaged accounts are not nurtured with the next best message.
Content is not mapped to account needs	Buyers do not receive proof, perspective, or answers matched to their stage.
Reporting does not show account movement	Leadership cannot see whether target accounts are progressing.

The system

Target-account growth needs more than paid media.

ICP Definition

Clarify which companies, industries, roles, and buying committees matter most.

Account Segmentation

Group accounts by fit, priority, industry, stage, or known engagement.

Audience Activation

Use LinkedIn, Microsoft, CRM lists, retargeting, and platform audiences.

Content and Offers

Match messaging, proof, and resources to account needs and buyer stage.

Landing Pages

Create conversion paths that reflect the account audience and offer.

Sales Feedback

Use HubSpot, Salesforce, and sales input to refine targeting and reporting.

Reporting

Track engagement, account movement, lead quality, and pipeline contribution where available.

Our approach

We build ABM programs with sales alignment and channel discipline.

Silverback combines paid social, Microsoft and LinkedIn targeting, CRM audience logic, SEO content, landing pages, retargeting, and reporting into one ABM motion.

ICP and Account Segmentation

Define the target account universe and segment it by fit, priority, industry, persona, or intent.

LinkedIn Ads and Paid Social

Reach target accounts, roles, and buying committee members with audience-specific messaging.

Microsoft Audience Targeting

Use Microsoft Ads and LinkedIn profile targeting where it can support B2B search and audience reach.

CRM and Customer Match Audiences

Use HubSpot, Salesforce, and eligible first-party lists to support targeting and exclusions.

Retargeting Sequences

Re-engage known and anonymous account activity with stage-appropriate follow-up.

Sales-Aligned Reporting

Report account engagement, audience performance, lead quality, and pipeline movement where available.

Framework

How B2B / ABM Marketing Work Moves Forward

Step 01

Define ICP

Clarify target industries, company profiles, roles, pain points, and buying committees.

Step 02

Segment Accounts

Group accounts by fit, priority, stage, engagement, or sales focus.

Step 03

Build Audiences

Create LinkedIn, Microsoft, CRM, Customer Match, and retargeting audiences where appropriate.

Step 04

Launch Campaigns

Coordinate paid social, search, retargeting, content, and landing page paths.

Step 05

Retarget Engagement

Move engaged accounts toward the next message, offer, or conversion step.

Step 06

Report Movement

Track account engagement, lead quality, sales feedback, and pipeline movement where data allows.

Engagement Scope

What a B2B / ABM Marketing Engagement Can Include

Program scope6 items

ABM strategy audit
LinkedIn Ads review
CRM audience review
Retargeting strategy
Content and messaging recommendations
Sales alignment recommendations

Analysis and delivery6 items

ICP and account segmentation
Microsoft Ads targeting review
HubSpot or Salesforce feedback mapping
Landing page and offer recommendations
Account-stage reporting
Executive ABM summaries

Expected outcomes

What Your Team Can Expect

Sharper Account
Targeting

Focus spend and content on accounts that fit the business priority.

Account tiers

Tier 1Tier 2Tier 3

Spend and content follow account priority

Better Sales and
Marketing Alignment

Use shared account definitions, feedback loops, and reporting.

Sales + marketing alignment

✓ Shared ICP definition
✓ Account segmentation
✓ CRM feedback loops
✓ Joint reporting

Clear Account-Stage
Reporting

See how target accounts engage and move through the funnel.

Account movement

Aware

Engaged

Meeting

Opportunity

Reporting shows how accounts progress

Stronger Named-Account
Pipeline

Build a more coordinated path from target account visibility to opportunity.

Named-account pipeline

Target accounts240Active

Engaged64This quarter

Opportunities18Influenced