Account-based marketing (ABM) targets a defined list of high-value accounts and the whole buying group inside each one, instead of chasing broad leads. Corptive runs ABM for enterprise and government deals in India: we select and tier the accounts, map every stakeholder, reach each role with content they trust and open doors through warm introductions from our network.
- Who it’s for
- Companies selling high-value deals to Indian enterprises, PSUs and government
- Typical engagement
- 10–25 accounts for two quarters
- Tiers
- 1:1, 1:few and 1:many
- Reporting
- Leading indicators every month
The market has moved. Here’s the evidence.
people shape a typical B2B purchase: 13 internal stakeholders and nine external influencers.
Source: Forrester, January 2026of buying groups ranked their preferred vendors before first contact — and bought from that favourite 77% of the time.
Source: 6sense, November 2025of hidden decision-makers say strong thought leadership makes them more receptive to sales and marketing outreach.
Source: Edelman–LinkedIn, 2025If you only talk to the person who filled in a form, you’re talking to one voice in a group of more than twenty — after most of them have already made up their minds.
How we run ABM in 2026
Current practice, adapted for how Indian enterprises and government actually buy — and backed by relationships most agencies don’t have.
Lead scoring is out. Buying groups are in.
In Forrester’s buying-group case study, Palo Alto Networks doubled win rates in its pilot after moving from individual leads to buying-group engagement. We build programmes the same way: coverage of the whole committee comes first.
Source: ForresterBuying-group mapping
For every account we map the economic buyer, champion, technical evaluator, procurement, finance and the external influencers — consultants, project management units and peers — and track who we have reached.
Signal-led selection and tiering
Accounts are chosen on fit, intent and trigger events such as budgets, tenders and leadership changes, then tiered: 1:1 for strategic accounts, 1:few for clusters, 1:many for the long tail.
Thought leadership for hidden buyers
Point-of-view papers, benchmark data and executive briefings written for the people who never take a sales call but decide the shortlist.
Orchestrated plays
LinkedIn campaigns to matched accounts, personalised outreach, executive direct mail and events — sequenced per account, not blasted per channel.
Warm introductions and roundtables
Our network opens doors cold outreach can’t, and closed-door roundtables bring several people from a target account into one conversation.
One plan for sales and marketing
Shared account plans, weekly stand-ups and deal support. We measure buying-group coverage, engagement and stage movement — not marketing-qualified leads.
A government track
Scheme owners, project management units and procurement, aligned to budget cycles and GeM and tender timelines, with content written to be forwarded on a file.
Deliverables
- Target account list, tiered 1:1, 1:few and 1:many
- Buying-group map for every priority account
- Account plans with messages for each role
- Content kit: POV paper, briefings, account-specific pages
- Orchestrated campaigns across LinkedIn, email and events
- Monthly account report: coverage, engagement, meetings, pipeline
How engagements start
We usually start with 10–25 accounts for two quarters. ABM rewards patience; we report leading indicators every month.
From first call to results
Select
Agree the accounts, tiers and what success looks like.
Map
Buying groups, influencers, triggers and current relationships.
Engage
Content, campaigns, outreach and introductions — per account.
Convert
Roundtables, executive meetings and deal support with your sales team.
Measure
Coverage, engagement, stage movement and pipeline.
Results from similar programmes
How many accounts should we start with?
Typically 5–15 strategic accounts for 1:1 plans, 20–100 for 1:few clusters, and a longer list for 1:many. Most clients start small, prove it, then widen.
How is ABM different from lead generation?
Lead generation counts form fills. ABM chooses the accounts first and works to reach, engage and convert the whole buying group inside each one. Success is pipeline and wins at named accounts.
Do you work with our sales team?
Yes — closely. We share account plans, join weekly stand-ups and support deals with content, introductions and roundtables.
Does ABM work for government buyers?
It works especially well. Government decisions involve many people, long cycles and formal procurement. Mapping the decision chain and building credibility early is exactly what ABM is for.
Which platforms do you use?
LinkedIn matched audiences, intent and enrichment data, and your CRM. We are tool-agnostic and work with what you already have.
How long before we see results?
Engagement and meetings show up in the first one to two months. Pipeline typically builds over one to two quarters, depending on your sales cycle.
Related services
- Forrester, “2026 Buyer Insights: GenAI is upending B2B buying”, 21 January 2026
- 6sense, 2025 B2B Buyer Experience Report, November 2025 (4,000+ buyers across North America, EMEA and APAC)
- Edelman–LinkedIn, 2025 B2B Thought Leadership Impact Report (1,934 executives, fieldwork March–April 2025)
- Forrester, “The verdict is in: it’s buying groups for the win”
Tell us who you need to reach.
We’ll come back within one working day with a view on the opportunity and how we would approach it.
AI-led marketing, ABM and partnerships — backed by a decade of convening India's industry and government.