B2B account-based marketing that books meetings with named accounts.
ORRJO runs ABM programmes for B2B founders. We pick the 30 to 80 accounts that matter, build the messaging, run the outreach across email, LinkedIn and content, and hand over meetings with the people who can actually buy.
ABM has been overcomplicated by vendors selling six-figure platforms. The real work is account selection, sharp messaging, and coordinated outreach. That is what we do. The longer practical guide sits at /account-based-marketing-guide if you want the deep dive.
The Challenge
ABM sounds expensive and complicated
Vendors have turned ABM into a tech stack problem: intent data platforms, account scoring tools, personalised ad systems, and orchestration layers. Most companies cannot afford or operationalise this. ABM does not require a six-figure budget.
Account lists are too big to be effective
A 500-account ABM list is not ABM. It is targeted marketing with a fancy name. Real ABM means deep focus on 20 to 50 accounts with personalised outreach and coordinated sales and marketing activity. If your list is too big, your resources are too thin.
Sales and marketing are not aligned on accounts
Marketing runs ABM campaigns to one set of accounts. Sales prospects a different set. Neither team has bought into the other's list. Without joint account selection and shared targets, ABM is just two teams doing their own thing and calling it ABM.
Our Approach
How ORRJO solves this.
We identify your top 50 to 200 accounts using firmographic, technographic, and intent signals. Then we build custom messaging for each tier and orchestrate outreach across multiple stakeholders within each account. Every touchpoint is coordinated so the account sees a unified narrative from your company.
ORRJO's ABM programmes generate 3x higher engagement rates than broadcast outbound on the same accounts. In 2026, with signal-based selling achieving 18% response rates versus the 3.4% cold email average, ABM done right is the highest-ROI outbound investment a B2B company can make.
Lean ABM execution
We run ABM programmes that work without expensive platforms. Targeted outreach, personalised content, and coordinated touches to a focused account list. Effective ABM is about execution, not technology.
Tight account selection
We help you select 20 to 50 accounts based on fit, intent, and proximity to buying. Each account gets a personalised engagement plan. Quality of focus beats breadth of list.
Sales and marketing coordination
Joint account selection, shared metrics, and coordinated touchpoints. Marketing warms the accounts that sales is prospecting. Both teams see the same dashboard and work the same list.
What's Included
A practical ABM programme that targets high-value accounts without requiring a six-figure tech stack.
Account selection framework
Criteria and process for identifying your highest-potential target accounts.
Per-account engagement plans
Personalised outreach strategy for each target account based on research. Powered by ORRJO Intelligence where a deeper research layer is needed.
ABM content strategy
Account-specific and industry-specific content that supports outbound outreach.
Sales and marketing alignment workshop
Joint session to align on accounts, metrics, and coordination process.
ABM measurement framework
Account-level metrics tracking engagement, meetings, pipeline, and revenue.
Quarterly account reviews
Structured reviews of account progress with recommendations for next steps.
Results That Speak
Descartes // Account-Based Marketing
"ORRJO helped us focus on 30 accounts instead of spraying 500. The pipeline from those 30 accounts exceeded what we generated from the entire previous programme."
VP Marketing, Descartes
FAQ
Account-based marketing (ABM) focuses sales and marketing resources on a defined list of high-value target accounts instead of broad-reach campaigns. You personalise outreach, content, and engagement for each account. It works because concentrated effort across a named account list produces better B2B pipeline results than spray-and-pray marketing aimed at everyone.
For a dedicated B2B ABM programme, 20 to 50 named accounts is the sweet spot. Fewer than 20 may not produce enough pipeline. More than 50 dilutes the per-account personalisation that makes ABM effective. Scale the list as your team and resources grow, not before.
No. You need a target account list, personalised messaging per account, coordinated outbound, and a way to track account engagement. A CRM, email tool, and LinkedIn Sales Navigator are sufficient to start a B2B ABM programme. Add technology as you scale, not as a prerequisite. The platforms are expensive and most underperform.
First meetings with target accounts typically happen within 2 to 4 weeks of programme launch. Meaningful pipeline takes 60 to 90 days. ABM deal sizes tend to be larger than broad outbound, so the sales cycle may be longer, but the quality of pipeline is significantly higher and the conversion rates beat cold outreach by a wide margin.
ABM coordinates all touchpoints across marketing and sales for each named account. Targeted outbound is typically sales-only. ABM includes content, ads, events, and social engagement alongside direct outreach. The multi-angle approach is what makes ABM more effective than outbound alone, particularly for considered enterprise B2B purchases.
Yes. Most successful B2B companies run both in parallel. ABM for the top 20 to 50 named accounts where deal sizes justify the investment. Broad demand generation for the wider market to capture opportunities outside the named account list. The two programmes share insight on messaging and ICP, so the work compounds.
Why ORRJO Is Different
ABM does not require expensive platforms
The ABM industry has convinced companies they need to spend 100K on a platform before they can do account-based marketing. Most of those platforms sit unused after 6 months because the team does not have the strategy or content to feed them. The platform is not the problem. The execution is.
ORRJO runs ABM with lean tooling and heavy strategy. We focus on account research, personalised messaging, and coordinated multi-threaded outreach. Our ABM clients see ROI within 60 days, not 60 weeks. The technology matters far less than the research and the messaging.
Ready to run ABM that actually books meetings?
Tell us about your ideal customer and we'll build the pipeline to reach them.
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