Account-Based Marketing | DemandWorks: One Program Built with Integrated Solutions
Account-Based Marketing

One coordinated program for every contact in your TAL.

ABM doesn't fail because the strategy is wrong. It fails when the solutions run in silos. DemandWorks ABM unifies content syndication, account-based display, intent monitoring, and 1:1 email into one program built around your named accounts.

Launch a Program See How It Works
Network of named-account contacts connected across solutions in a coordinated ABM motion
TAL Coverage
Named accounts248
Buying-committee match98.2%
Active solutions4 / 4
Account Moved → Opportunity
NextTech
Software · 10,000+ employees
Display Syndication 1:1 Email
500%
Surge in closed-won opportunities for Workiva's coordinated ABM motion
30×
Pipeline ROI delivered to PathFactory through DemandWorks ABM and demand programs
98.2%
TAL match rate when intent is layered over your named-account list
6–10
Decision-makers per modern B2B deal — every one of them needs to see your story
Explore the Case Study
Why It Matters

Solutions running in silos leave the deal on the table.

The typical buying group for a complex B2B solution now involves 6 to 10 decision-makers, and only 17% of their total buying time is spent meeting with vendors. The other 83% is independent research and internal consensus-building.

If you're running content syndication in one tool, display in another, and 1:1 email in a third, you're fragmenting your coverage of the people who actually decide the deal and the buyer hears five different stories.

Buying committee meeting — the audience ABM is built to influence
The buying committee
"95% of B2B buyers ultimately purchase from one of the four vendors on their Day-One shortlist."
CMO
VP of Sales
Head of Finance
Built with Integrated Solutions
One program built with a combination
of integrated solutions.

Each solution does a specific job. Together, they surround your TAL with consistent brand pressure across the entire buying journey.



Content Syndication

Distribute your best assets to verified contacts at every account on your TAL — generating consented leads with the firmographic and intent profile you specified.

Account-Based Display

1:1 contact-level display reaches every member of the buying committee — 3–5× the click-through of standard display, with closed-loop attribution at the account level.

Intent Monitoring

Live intent signals layer over your TAL so the program concentrates on the accounts that are actively in-market — not the ones that look like they should be.

1:1 Conversational Emails

Convert engaged contacts into pipeline conversations with personalized, intent-triggered email sequences sent from your domain — with reply detection routing hot leads to your AEs.

How It Works
From TAL to pipeline,
in four managed steps.

You hand off your account list and ICP. We do the contact-level mapping, orchestration, and reporting — your team spends time on pipeline, not on stitching tools together.

1
Define your TAL and ICP

Send your target account list and ideal buyer profile. We reconcile against our 87M+ verified B2B network and build a contact-level audience for every account.

2
Map the buying committee

For each account, we identify the 6–10 contacts who actually influence the deal — champion, executive sponsor, finance, IT, security, procurement — and build the audience around them.

3
Orchestrate the program around real intent

Live intent signals shape the program in real time. Hot accounts get more pressure; cold accounts get awareness. Display, syndication, and 1:1 email move in lockstep.

4
Measure pipeline at the account level

One report across every solution and every account. See impressions, engagements, leads, and pipeline movement tied to specific named accounts — not blended program metrics.

What Makes DemandWorks Different
ABM that's actually orchestrated.
Not just bundled.

Most "ABM platforms" are tool stacks the customer has to integrate. DemandWorks runs the whole program as one motion, with one team accountable to one set of pipeline numbers.

One program. One team. One report.

Every solution runs against the same TAL, under the same team, with one set of reports. No reconciling display impressions in one tool against syndication leads in another.

Orchestrated, not stacked

Solutions share signal in real time. A content download triggers display retargeting and 1:1 email sequences. Every action compounds the next.

Live intent steers the program

Buyer-intent signals reweight the program continuously. Spend concentrates on accounts that are in-market. Minimizing wasted spend on accounts not showing any traction.

Case Study
Workiva × DemandWorks

How Workiva ran a coordinated ABM motion across syndication, display, and email — and 5×'d closed-won.

Workiva used DemandWorks ABM to expand into new markets and deepen penetration in existing ones. Coordinated content distribution, account-based display, and 1:1 email surrounded the buying committee at every named account, with intent data steering investment toward the in-market segment of the TAL. The result was compounding lift across SALs, opportunities, and closed-won deals.

Read the full case study →
500%
Surge in closed-won opportunities Coordinated activation drove a 500% lift in closed-won deals over the partnership
128%
Growth in total SALs Year-over-year growth in Sales Accepted Leads driven by DemandWorks programs
62%
Increase in open opportunities More deals in pipeline, better-qualified, faster to move through the funnel
#2
Lead source globally in 2023 DemandWorks ranked as Workiva's 2nd highest global source for new leads, MQLs, and SALs
Marketing team activating 6sense segments through DemandWorks ABM solutions
6sense & Demandbase Integration

ABM that activates against your existing intent platform.

DemandWorks ABM plugs directly into 6sense and Demandbase. Pull your highest-priority account segments from the platform, activate them across our integrated solutions in hours, and sync engagement back so the platform's intent model gets sharper signal with every campaign.

  • ✓Real-time syncing — connect 6sense segments directly to DemandWorks. No spreadsheets, no delays.
  • ✓Full-funnel campaigns — engage your top accounts with content syndication, display, and 1:1 email backed by verified contacts that match your ICP.
  • ✓Smarter targeting — activate intent signals across the entire buying committee, from early research to late-stage decision-making.
  • ✓Closed-loop reporting — see how every campaign performs from first click to final conversion, by account.
Common Questions
Account-Based Marketing FAQ
How is DemandWorks ABM different from a tool like 6sense or Demandbase?
+
6sense and Demandbase are intent platforms — they tell you which accounts to focus on. DemandWorks is the activation layer — we run the actual campaigns across content, display, intent, and email against those accounts. The two work best together: their signal, our orchestration. We integrate natively with both.
Can I run ABM if I don't already have a target account list?
+
Yes. We can build a TAL from your ICP, intent signals, and firmographic criteria. Many clients use the program as the moment to formalize their account selection — having a real activation plan tends to focus the conversation.
Do I need to run all four solutions?
+
No. The program works at any scale — you can start with two solutions and add the others as you see lift. That said, the compounding effect is real: clients who run all four see meaningfully higher CTRs, lead-to-opportunity conversion, and closed-won lift than clients running just one or two.
How does ABM work with our CRM and marketing automation?
+
We integrate with Salesforce, HubSpot, and Marketo for lead delivery, engagement sync, and pipeline reporting. Reporting is built at the account level, so engagement and pipeline can be cross-referenced with your existing opportunity data.
What does the program cost?
+
ABM programs are sold as Always-On packages (Gold or Platinum) or as a custom scope. Pricing depends on TAL size, persona depth, geographic coverage, and solution mix. We scope a custom plan after a 30-minute discovery call.
How quickly can a program go live?
+
Standard kick-off to first impressions is 10–14 business days, including TAL reconciliation, buying-committee mapping, creative review, and platform integrations. Programs activating against an existing 6sense or Demandbase segment can move faster.
Ready to Run a Real ABM Program?
Send us your TAL. We'll show you exactly
which contacts we'd engage and with which solutions.

No generic demo. A real conversation about your named accounts, the buying-committee mapping we'd run, and what a coordinated DemandWorks ABM motion could deliver against your pipeline goals.

Launch a Program View Packages & Pricing