--- title: "Account-Based Marketing Programmes" url: "https://yanivgoldenberg.com/account-based-marketing/" language: en description: "Build a named-account marketing programme around the buyers your sales team can serve. Connect account selection, buying-group content, CRM handoffs and feedback so the team knows what to do next and why." --- # Account-Based Marketing Programmes Services Account-Based Marketing Programmes Build a named-account marketing programme around the buyers your sales team can serve. Connect account selection, buying-group content, CRM handoffs and feedback so the team knows what to do next and why. [Discuss the scope](https://yanivgoldenberg.com/contact/) [Explore Services](https://yanivgoldenberg.com/services/) Give the account programme a clear operating purpose ![A sculptural metal loop curves around a luminous teal inner edge.](https://yanivgoldenberg.com/generated/artwork-20261013/acquisition.webp) Start with the sales motion and the buying situations you can examine. Which accounts fit the offer, which people influence the decision and what information would help them move forward? Use those questions to shape the programme before choosing more tools or activity. To define eligible accounts before building an account programme, see [ideal customer profile and segmentation](https://yanivgoldenberg.com/product-marketing/ideal-customer-profile/). I connect marketing work around named accounts with the client sales process and personally deliver the agreed strategy and implementation. Your sellers or assigned SDRs hold the conversations and own the agreed follow-up. What the agreed work can cover Account selection and rationale Use permitted deal history, customer fit and observed signals to define inclusion, exclusions and priorities. Build the agreed account view with the reason and evidence behind each choice. Buying-group content and campaign plan Map the relevant roles and questions from available evidence. Give each agreed asset a job in education, comparison or support for a sales conversation. CRM handoff and implementation Agree acceptance criteria, next actions, stage meanings and feedback fields. Include CRM or automation configuration where the scope and access support it. Programme feedback and reporting Review accepted, rejected and unresolved accounts with the sales owner. Keep interest, accepted opportunities, influenced pipeline and closed sales distinguishable. How the engagement comes together 1 Understand the motion Review permitted deals, the offer, the CRM and the sales owner’s needs. Agree the account criteria and signal sources the programme may use. 2 Build the programme Develop the account view, buying-group content and handoff. Implement the agreed campaign, CRM or automation work with named owners and reviewers. 3 Review and improve Use sales feedback and available observations to revise account criteria, messages or assets. Keep rejected and unresolved cases visible in the review. Start with deals and the people who follow up Bring a sample of deals you can share, the current account-selection approach, the CRM and the person responsible for account follow-up. Confirm which sources the team can use and who approves the product claims in campaign material. Programme design and implementation do not supply a prospecting team. Your assigned SDRs or sellers execute outreach and meetings; Yaniv does not personally prospect the list. A separate SDR programme engagement can cover leadership, training, management and automation. Agree how the team will judge the account list, assets and handoffs as usable. The programme can establish reporting definitions and feedback, while account response, pipeline and revenue remain outcomes to observe. Questions about the service How does this differ from broader demand generation? This programme starts with named accounts and their buying groups. Broader demand generation can combine market-wide interest creation and capture with account-based work. Who contacts the accounts and owns sales follow-up? Your sellers or assigned SDRs execute outreach, meetings and follow-up. The client sales owner agrees the handoff and opportunity decisions. This service does not supply SDR staff or sales closing. Can CRM and automation work be included? Yes. I personally deliver the agreed implementation. Confirm the platform, access, permitted actions and client approvers before including the work. What if sales rejects an account or lead? Keep the reason in the feedback record. Review whether account fit, the offer, the message or the handoff needs to change instead of removing inconvenient cases. What do we receive and review? Agree the account criteria and view, buying-group content, campaign plan, CRM handoff and reporting definitions the programme needs. Review the outputs with the people who will use them; no meeting or pipeline quantity is guaranteed. Related scopes [Demand Generation](https://yanivgoldenberg.com/demand-generation/) [SDR Programme Leadership and Automation](https://yanivgoldenberg.com/sdr-program-management/) [Sales Enablement](https://yanivgoldenberg.com/product-marketing/sales-enablement/) [HubSpot Consulting](https://yanivgoldenberg.com/consulting/hubspot-consultant/) [End-to-End Campaign Management](https://yanivgoldenberg.com/campaign-management/) Next step Discuss your account programme Bring the current question, the evidence you can share and the people who will use or approve the work. Agree the outputs, responsibilities and review points before starting. [Discuss the scope](https://yanivgoldenberg.com/contact/) [Explore Services](https://yanivgoldenberg.com/services/)