Account-based marketing that gets you into the accounts you name
For heads of marketing and sales directors in Australian B2B companies selling into enterprise and government. We plan your account-based marketing with you, then our team ships it every month. Sales gets meetings with accounts it actually wants, and your two people stop doing the work of six.
Two people doing the work of six
Content slips because something is always more urgent, freelancers need managing, and sales says the leads are poor. Meanwhile the enterprise accounts that would make your year still don't know your name.
Account-based marketing narrows the aim to a short list of accounts chosen with sales, then works each one properly.
A list sales believes in, and a message for every account
Sales stops calling the leads poor once they've helped choose the accounts. We build the list and the messages with your team in four steps we call LIFT.
Listen
We sit with sales, read the CRM and go through past wins and losses to find the accounts that look like your best customers.
Ideate
For each account we map the buying group and the problem each person carries, then draft the message that speaks to it.
Filter
Sales and marketing agree the final list and the angles together, so nobody chases an account the other side doesn't believe in.
Test
Messages go to market in small runs. We keep what earns replies and meetings and drop what doesn't.
Every channel points at the same accounts
- A company record and owner for every target account
- Deal stages agreed with sales, so the forecast reflects real conversations
- Reporting on engagement, meetings and pipeline per account, ready for the CEO
Ads and posts targeted at the people inside your named accounts, so the same faces have seen you before sales calls.
Content
Account-specific landing pages, briefs and sales stories, written and designed by our team and shipped on schedule.
Events
Roundtables and briefings planned around the accounts you want in the room, with a follow-up plan for each one.
Outbound
Email and call sequences for sales that carry the campaign message, so the first call never starts cold.
HubSpot
We usually work in HubSpot and set it up so marketing activity and sales follow-up sit on the same account record.
More pipeline from the same budget
CapillaryFlow, a client of our combined team: direct sales leads in equestrian up 777% year on year, and Google Ads clicks up 71% on the same budget.
CapillaryFlow website traffic up 100% from 2022 to 2023, with search traffic up 56%.
You plan with Neville Braganza, who has nearly two decades in B2B marketing across APAC and was fractional CMO to Sourcing Allies. He is the senior peer you think out loud with.
ABM answers for marketing teams doing the work of six
What is account-based marketing?
Account-based marketing (ABM) is a B2B approach where sales and marketing pick a short list of named organisations and treat each one as its own market. You research each account's buying group, write messages for their problems, and reach them through LinkedIn, content, events and outbound. Success is measured in meetings, opportunities and pipeline from those accounts rather than lead volume.
Is Propellion Labs an ABM agency in Australia?
Propellion Labs is a Canberra consultancy that runs account-based marketing for B2B companies across Australia. We plan the account list and messages with you, then design and deliver the campaigns as a fractional marketing team, so you get senior strategy and the hands to ship it without hiring or managing a stack of freelancers.
How does ABM work for government buyers?
ABM for government buyers works by reaching the people who shape a purchase long before a tender appears, such as the policy owner, the technical lead and procurement. Propellion Labs builds messages for each role and keeps the account warm through content, briefings and LinkedIn. Our team has worked with public sector organisations and knows their longer, more formal buying cycles.
How do you choose which accounts to target?
Propellion Labs chooses target accounts with your sales team, using the Listen and Filter steps of our LIFT framework. We look at your best existing customers, CRM history and the deals you have won and lost, then agree a list both sides believe in. The list is reviewed as results come in.
Do you work in our HubSpot?
Yes. Propellion Labs usually works in HubSpot. We set up account records, deal stages and reporting so marketing activity and sales follow-up sit in the same place. Part of the work is CRM discipline, so the forecast you take to the CEO reflects real conversations with your target accounts.
Can a two-person marketing team run account-based marketing?
Yes, a small team can run ABM when it has extra hands. Propellion Labs works as a fractional marketing team alongside yours, handling strategy, design, content and campaign delivery each month. Your people keep ownership of the accounts and the relationship with sales, without carrying all the production work themselves.
Do we need to be in Canberra to work with you?
No. Propellion Labs works with clients across Australia, and most of the work is done digitally because it is more time efficient. Interstate travel is at the client's expense, and we only recommend it when it is genuinely necessary, for example a key workshop or an event with target accounts.
What happens if our scope changes during the engagement?
Scope changing during an ABM engagement is normal, because accounts move and priorities shift. Propellion Labs discusses the depth of any change with you and agrees it before it happens, so there are no surprises in the work or the plan.
Bring us your target list
30 min · Google Meet · AEDT
Thirty minutes on where the business is and where it needs to be. You get a short written proposal afterwards.
Pick a time