Account-Based Marketing · Singapore
Account-Based Marketing That Reaches the Entire Buying Committee
Structured ABM programs for enterprise B2B companies in Singapore and Southeast Asia. We identify your highest-value accounts, map the buying committee, and run personalised multi-channel campaigns that generate pipeline — not just leads.
The Problem
Why Most B2B Lead Generation Doesn't Work
Volume metrics look good on dashboards but don't translate to pipeline. Here's why traditional lead gen fails enterprise B2B.
Spray-and-Pray Lead Gen Wastes Budget on Unqualified Leads
You're generating volume, but sales rejects most of it. MQLs look good on a dashboard but don't translate to pipeline. At enterprise deal sizes, one qualified opportunity is worth more than a hundred unqualified leads. If your cost-per-lead is low but your cost-per-opportunity is climbing, the problem isn't lead gen efficiency — it's targeting.
Sales and Marketing Are Misaligned on Target Accounts
Marketing chases volume. Sales wants specific accounts. Without a shared target account list and coordinated outreach, both teams waste effort. Marketing generates leads that sales doesn't want. Sales prospects cold into accounts that marketing never warmed. The result: duplicated effort, missed opportunities, and finger-pointing about pipeline.
Buying Committees Have 6–10 Members — Reaching One Person Isn't Enough
Enterprise B2B purchase decisions involve multiple stakeholders — procurement, technical evaluators, end users, and executive sponsors. Targeting a single contact means you're invisible to the rest of the decision-making group. Deals stall because internal champions can't build consensus. Or worse, a competitor who engaged the full committee wins the deal you thought was yours.
Enterprise Brands That Trust Our Marketing Programs
Our ABM Operating Model
Our ABM Operating Model
We don't run generic campaigns and call it ABM. Our programs are built on IMPACT principles — insight-driven audiences, message personalisation, and agile automation to orchestrate multi-stage journeys at scale. Here's how the engagement works.
ABM Results
By The Numbers
Account-level outcomes from ABM programs run across Singapore and Southeast Asia for enterprise B2B clients.
Increase in target account engagement across ABM programs.
Pipeline generated from ABM accounts vs. non-ABM accounts.
Improvement in sales-accepted lead rate from ABM programs.
Enterprise accounts activated through structured ABM programs.
Client Results
ABM Programs That Delivered Pipeline
Named-account programs. Real buying committee engagement. Enterprise B2B results across Singapore and Southeast Asia.
CommScope RUCKUS® Cloud
Challenge
CommScope needed to build awareness and pipeline for its RUCKUS® Cloud networking product among specific B2B buyers — a niche, technical audience that a single generic message would not reach.
Approach
Persona-led B2B programme with messaging tailored to each persona's pain points, a dedicated product microsite, and prospecting campaigns across Facebook and LinkedIn coordinated around the same messaging framework.
Mendix
Challenge
Mendix needed to drive awareness and demand across seven markets in Southeast Asia and Australia/New Zealand — a niche enterprise audience with a defined target of 354 conversions within a fixed media budget.
Approach
Multi-channel programme across Google Search, Google Display, and LinkedIn targeting three custom enterprise personas with prospecting and retargeting. Budget reallocated mid-flight toward best-performing channels and personas.
Why Us
The Construct Digital ABM Advantage
ABM requires strategy, content, multi-channel execution, and sales alignment — all working together. Most agencies offer one piece. We deliver the full programme because we have the teams to do it: strategy, content, paid media, CRM and automation, and email/lifecycle marketing — all under one roof.
Strategy-Led ABM, Not Just Ads With Account Targeting
Our ABM programmes are strategy-led, not execution-led. We don't start with ads — we start with account clustering, persona mapping, and content frameworks built for each role in the buying committee. Multi-stage email journeys move buying committees through a decision. Ads and events amplify the programme, but personalised content is the engine.
Sales + Marketing Alignment Built In
Every ABM programme starts with a shared brief — your team's insights on target accounts, combined with our research. Joint alignment on objectives, success metrics, and business challenges before a single piece of content is written. Marketing and sales work from the same playbook, not parallel universes.
B2Human — Buying Committees Are People, Not Job Titles
Enterprise purchase decisions involve 6–10 stakeholders. Our B2Human philosophy means we personalise by role and by the human reality behind that role. The CFO worried about budget justification gets different content than the IT director evaluating integration risk. Persona-level messaging within account clusters — not one generic nurture for everyone.
Integrated Execution Across Construct's Teams
ABM touches content, paid media, CRM, email, and sometimes events. Most ABM agencies outsource half of that. We have the teams in-house: content strategists build the frameworks, our performance marketing team runs the LinkedIn campaigns, our CRM team configures the automation, and our email team executes the journeys. One brief, one strategy, coordinated delivery.
Tiered Programmes With Defined Scope
Not every company needs a $100K ABM programme. We offer tiered engagements — from focused 2-cluster programmes with 3-stage email journeys through to comprehensive multi-cluster programmes with 5-stage journeys and full-channel amplification. Every tier has strict scope guardrails: defined cluster counts, persona limits, email volumes, and two structured feedback rounds. You know exactly what you're getting before the programme starts. Scale up as ABM proves its value, not before.
AI-Accelerated Delivery
AI is embedded in every phase of our ABM process — not bolted on as an afterthought. We use AI for insight synthesis during research, pattern detection during account clustering, message matrix drafting during content framework development, and tone and clarity checks during copywriting production. AI makes the programme sharper and faster. But every strategic decision — which accounts to target, how to cluster them, what messaging to use — is made by your strategist, not generated by a machine.
Industry Recognition
Award-Winning B2B Marketing
Most Effective Use — B2B Marketing
MARKies Awards · 2022
Excellence in B2B Marketing
Marketing Excellence Awards · 2020
Excellence in Performance Marketing
Marketing Excellence Awards · 2022
Engagement Model
What Working With Us Looks Like
ABM is not a campaign you run once. It's an ongoing programme that builds momentum over quarters. Here's how the engagement works.
Dedicated ABM Strategist
A named point of contact who understands your target accounts, your sales team's priorities, and your competitive landscape. Not a rotating account manager — someone who builds deep context over time.
Joint Planning With Sales
We work directly with your sales leadership to align on target accounts, messaging, and handoff processes. Monthly alignment ensures marketing activity maps to sales priorities — and that sales follows up on accounts marketing is warming.
Monthly Reporting & Review
Account-level engagement reports, pipeline contribution, and campaign performance. Monthly review calls to assess what's working, which accounts are progressing, and where to adjust the programme. Clear metrics, no jargon dashboards.
Quarterly Programme Refresh
Every quarter, we reassess the target account list based on new intent data, pipeline changes, and sales feedback. Content and messaging are refreshed. Channel mix is adjusted. The programme gets sharper because each quarter builds on what we've learned.
Testimonials
What Our Clients Say About Our ABM Programs
[Quote about pipeline growth or account engagement improvements from an ABM program — to be sourced from client.]
[Quote about how the ABM programme aligned sales and marketing around shared targets and generated qualified pipeline.]
[Quote about Construct Digital as a strategic ABM partner — not just a campaign vendor — and the depth of programme thinking.]
Got Questions
ABM FAQs
Account-based marketing targets specific named accounts with personalised, multi-channel campaigns — rather than casting a wide net and qualifying afterwards. Traditional lead generation optimises for volume. ABM optimises for engagement and pipeline within your highest-value target accounts. The result is fewer but significantly more qualified opportunities.
It depends on your sales capacity, deal size, and level of personalisation required. Our programmes cluster target accounts by shared challenges and goals — typically 2–3 clusters per engagement. Within each cluster, we personalise by persona or sub-theme (up to 3). This approach lets you target a meaningful number of accounts with genuinely personalised content, rather than one-to-one programmes that don't scale or generic campaigns with an account list bolted on.
The core of every ABM programme is personalised email journeys built on custom content frameworks. From there, we layer on LinkedIn advertising (organic and paid), personalised content assets, events, and direct outreach depending on your objectives and budget. The channel mix is determined by where your buying committee members are active and what stage of the buying journey they're in. Every channel is coordinated around the same messaging framework — not run independently.
By account-level metrics: account engagement score, buying committee penetration (how many members of the decision-making unit are engaged), opportunities created, pipeline generated, and deal velocity. Not individual lead volume or MQL counts. ABM measurement ties marketing activity directly to revenue outcomes.
Most enterprise ABM programs show measurable account engagement within 60–90 days. Pipeline impact typically appears within 3–6 months, depending on your sales cycle length. ABM is a programme, not a campaign — results compound over time as you build deeper relationships within target accounts.
Ready to Begin
Ready to Turn Target Accounts Into Pipeline?
If you're done with lead gen that doesn't convert and want a structured ABM program built for enterprise buying committees, let's talk. Book a strategy session — we'll review your target accounts, assess your current approach, and show you what a focused ABM programme could deliver for your pipeline.