ABM Strategy + Advertising
ABM advertising that creates opportunities.
Anyone can target a list. We focus on what actually moves people — the stakeholders inside your most important accounts.
the problem
targeting accounts is not the same as influencing them.
Pick target accounts. Upload account lists to platforms. Launch campaigns. Measure engagement.
It sounds like ABM. But targeting alone doesn’t create opportunity.
Most ABM programs don’t fail to deliver results because of platforms or technology. They fail because the strategy behind them is weak.
ABM is successful when segmentation is intentional, messaging reflects how buying decisions actually unfold, and execution supports accounts at the right moments across the revenue lifecycle.
That’s the difference between a program that looks busy and one that actually moves the needle inside the accounts that matter most to your business.
our approach
At Dragon360, ABM is not a platform activation or a targeting exercise. It’s a coordinated strategy that connects account segmentation, role-based messaging, advertising execution, and account-level measurement — built around how decisions actually happen inside your most important accounts.
Whether you’re launching ABM for the first time, fixing a program that isn’t producing, or looking to connect ABM to a broader demand gen motion — we focus on the same thing: influencing decisions inside accounts that matter to your business.
what we do
stop treating accounts like a list.
Strategy, messaging, creative, and execution all play a role in influencing decisions inside your target accounts. We bring these components together into coordinated advertising programs designed to create movement across buying groups and drive real opportunity. Here's what we cover.
Campaign Strategy + Playbook
Most ABM programs start with a list. Ours start with clarity around the business, the market, and the motion itself. Before anything launches, we align on what the campaign is trying to achieve and why – understanding sales dynamics, objections, deal drivers, and how the market evaluates. Not just which accounts are in Tier 1.
- Stakeholder discovery + internal alignment
- Account selection logic + prioritization
- Segmentation within tiers – vertical nuance + intent signals
- Audience + market research
- Role-based messaging across Champions + Decision Makers
- Offer + content positioning by segment (1:1, 1:Few, 1:Many)
ABM Advertising Strategy + Management
ABM only works when advertising reflects who you’re trying to reach, what matters to them, and how much each account actually matters to your business. Too often, ABM advertising becomes list-based retargeting with bigger budgets. The same creative runs across tiers. The same message hits every stakeholder. That’s not how we run it.
- Cross-platform execution across social, programmatic, search, CTV + emerging ABM channels
- Campaign structures built around tiers, segments + buying groups
- Budget and intensity aligned to account value + campaign objectives
- Testing across creative, offers, channels + audience segments
- Optimization driven by engagement, intent + account progression signals
- Offer + content positioning by segment (1:1, 1:Few, 1:Many)
ABM Creative That Scales
ABM creative isn’t just about making ads look different. It’s about making messaging and content reflect the account, the role, and the objective behind the campaign. ABM creative usually swings to extremes – either generic across all accounts, or so customized it becomes unsustainable. Neither approach works long term. At Dragon360, the goal isn’t about pumping out more assets. It’s about creative that feels relevant and connects at every level – without becoming impossible to manage as the program grows.
- Campaign creative spanning ads, landing pages, and supporting assets
- Modular creative systems designed to scale across accounts and segments
- Role-based messaging frameworks across Champions and Decision Makers
- Personalization depth scaled to 1:1, 1:Few, and 1:Many motions
- Performance informed creative evolution and testing
- Segment and vertical specific content + creative – including net-new and repurposing of existing assets
Reporting Built for Account Decisions
ABM programs need clear visibility into what’s happening inside target accounts. Campaign metrics alone rarely answer those questions, while clicks and CPL don’t tell you what’s happening inside accounts.
- Account-level engagement + progression tracking
- ABM Command Center builds in HubSpot environments
- Creation + ongoing management of 24/7 dashboards for strategic decision making
- Messaging + creative insights and recommendations
ready to talk to us about ABM?
Why Dragon360
most ABM programs follow the same playbook. here's what we do instead.
Most ABM programs rely on targeting and tactics. We focus on the strategy, messaging, and execution that actually influence buying decisions.
We Don’t Force You Into a Framework
Many agencies lead with a proprietary system or "proven methodology." Process matters — but no rigid framework survives real-world buying behavior untouched.
Strategy Before Platforms
We work across ABM stacks, but the motion comes first — what you are trying to influence, and who you need to reach inside the account.
Messaging That Changes By Role
Champions and decision makers are not the same audience. We build messaging structures that flex by segment, tier and buying stage.
Sales Is Part Of The Motion
Most ABM programs are layered on top of existing campaigns without sales integration. We build the alignment in from the start.
Measured On Accounts, Not CPL
ABM does not produce the same signals as demand gen. We reframe success around account engagement, stakeholder progression and pipeline influence.
Scoped To What You Can Run Well
ABM does not have to be built all at once. We scope around what you can actually execute, and expand from there.
WHAT WE'VE DELIVERED
accounts moved. pipeline delivered. relationships built.
We've spent 18+ years running B2B advertising programs that connect activity to real business outcomes. Our ABM work is built on the same foundation — designed to move the accounts that matter, not just measure engagement against them.
18+
Years in B2B advertising + marketing ops
92%
Clients working with us beyond year one
4+
Year average client relationship
evolving ABM into a revenue engine.
PlanetDDS needed to stop optimizing for lead volume and start building momentum inside high-value accounts. We overhauled their entire GTM motion — redefining the ICP, rebuilding audience targeting, and restructuring campaigns around account progression and pipeline impact across three ABM motions. Today, half of the top 25 DSOs in the country run on PlanetDDS.
platforms + channels
platform fluent. strategy lead execution.
A lot of agencies sell the tool as the strategy. We work across ABM stacks, but the motion comes first — what you’re trying to influence, who you need to influence, and what it will take to earn action.
Every organization is different — from the market it serves to the budget it operates within. Your ABM technology stack should reflect that reality. We have deep experience across a range of platforms and can help you get more from the technology you already have.
The channel is never the strategy. The strategy determines the channel.
ABM Platforms + Technology
Advertising Platforms
Channels
FAQ
questions we get asked.
Common questions before teams decide to work with us on ABM.
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Yes. We work with teams at different stages — from initial ABM strategy and setup to ongoing advertising management and reporting. Some engagements are project-based with a defined scope. Others are ongoing partnerships where we stay embedded as the ABM execution partner over time.
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Most ABM programs underperform for the same reasons — the targeting isn’t deep enough, the messaging doesn’t change by role or tier, and sales isn’t really part of the motion. We rebuild around those things specifically.
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These platforms can surface valuable signals, but they don’t run the campaign. Messaging, creative, segmentation, and advertising still determine whether those signals translate into engagement with the right stakeholders.
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We hear this often. Most ABM programs fail because they’re layered on top of existing campaigns without real segmentation depth, messaging differentiation, or sales integration. We don’t run ABM as a targeting layer. We build it as a coordinated motion — with clear alignment between strategy, advertising, creative, and reporting from the start.
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ABM doesn’t have to be built all at once. We scope around what you can actually run well and expand from there. The first conversation is usually about where your current program is, what’s getting in the way, and where the highest-leverage improvements are — before we recommend anything.
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ABM doesn’t produce the same signals as demand gen, and optimizing for CPL will steer the program in the wrong direction. We help reframe success around account engagement, stakeholder progression, and pipeline influence.
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We design messaging structures that flex by segment — different narratives for champions versus decision makers, adjusted by tier and buying stage — so the right message reaches the right person at the right moment.
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When a team is spread across ABM, demand gen, and everything else, ABM is usually the first thing that loses focus. We operate as the dedicated execution partner for the advertising side — so the program runs at the quality it needs to.
get started
ready to build ABM that actually moves accounts?
Let's start with where your current program is and what's getting in the way. No pitch deck. No drawn-out discovery. Just a focused conversation about what's working and what isn't.