Sherpa's ABM Campaign Orchestration targets high value accounts with precision, coordinating multiple touches across entire buying committees. Using Momentum methodology and EdisonAI insights, we identify target accounts, map buying committees, develop role-specific messaging, and orchestrate coordinated engagement across email, LinkedIn, direct mail, advertising, and sales outreach.
The process of identifying and prioritising the selection of accounts for One to One or Few, or One to Many ABM using EdisonAI intent signals that are most likely to convert. Surfacing real-time intent signals that indicate which accounts are actively researching and ready to engage.
Mapping every stakeholder involved in the purchase decision within each target account, and developing messaging tailored to each persona's specific priorities and role in the buying process.
Coordinating campaign activity across channels to reach the full buying committee consistently, with engagement tracked at the account level to show how target accounts are responding and progressing.
Equipping partner and vendor sales teams with the intelligence and materials needed to have relevant conversations with target accounts, supported by weekly reviews of account engagement and next steps.
The process of aligning vendor and partner teams on a single, differentiated story, defining the specific value only achievable through the partnership and building the messaging framework both sides use to tell it.
Content developed jointly for vendor and partner that reflects the shared value proposition, designed to resonate with a specific buyer, vertical, or region rather than adapting generic vendor assets.
Coordinated marketing activity run by vendor and partner together, using shared messaging and assets to reach target buyers through the right channels at the right time.
The tools and frameworks that equip both vendor and partner sales teams to carry the joint value proposition consistently into buyer conversations, from first contact through to close
Real experts, real outcomes
3-5x
higher engagement rates versus non-ABM campaigns
40-50%
faster sales cycles through buying committee engagement
30-40%
higher win rates on targeted accounts
6 months
timeline minimum
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Account based marketing in channel marketing is a targeted approach that focuses partner and vendor activity on a defined set of high-value accounts rather than broad demand generation. Sherpa's ABM programme uses EdisonAi intent signals to identify and prioritise the right accounts before campaigns begin.
Running an ABM campaign through a partner channel requires coordinating messaging and activity across both vendor and partner teams targeting the full buying committee within each account simultaneously. Sherpa orchestrates this across multiple channels, with account-level engagement tracking throughout.
Demand generation builds broad awareness across a target market. ABM focuses resource on a specific set of accounts identified as the highest-value opportunities, engaging every decision-maker within those accounts with persona-specific messaging. In partner marketing, ABM is most effective for tier 1 and strategic partner relationships.
Selecting the right accounts for an ABM programme requires a combination of firmographic fit and real-time intent signals, identifying which accounts are actively researching and most likely to convert. Sherpa uses EdisonAi to surface these signals and prioritise accounts before any campaign activity begins.
A vendor should use ABM in a partner marketing programme when targeting strategic accounts that require a coordinated, multi-stakeholder approach, particularly for tier 1 partners, GSIs, or high-value verticals where broad demand generation isn't precise enough. Sherpa's ABM programme is designed specifically for these high-investment, high-return partner relationships.
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