---
title: Run account-based marketing campaigns
description: Pick the companies you most want as customers, research each one, find the people who make the buying decision, and reach them with a page, emails, and LinkedIn ads written for that account.
slug: /use-cases/account-based-marketing
page_type: use-case
lead_prompt: How do I run account-based marketing with AI?
target_prompts:
  - Can an AI marketing agent run account-based marketing?
  - How do I use AI to research target accounts for ABM?
  - AI agent that builds account-specific messaging and landing pages
  - How to run an ABM campaign with AI for a small team
  - Can AI create personalized outreach for a named list of target accounts?
  - How does an AI marketing agent research a target account before outreach?
  - account based marketing
  - abm account based marketing
  - abm marketing strategies
  - abm marketing strategy
  - account based marketing b2b
  - account based marketing for b2b
  - account based marketing techniques
  - account-based marketing b2b
entity: Kite
category: AI marketing agent
author: Devon Wells and Kite
date_published: '2026-10-29'
date_modified: '2026-10-29'
related_integrations:
  - /integrations/apollo.md
  - /integrations/clay.md
  - /integrations/exa.md
  - /integrations/hubspot.md
  - /integrations/linkedin-ads.md
  - /integrations/predictleads.md
  - /integrations/salesforce.md
related_playbooks:
  - /how-to/add-buying-signal-accounts-to-hubspot-with-predictleads.md
  - /how-to/build-a-lead-list-from-company-signals-with-predictleads-crustdata.md
  - /how-to/fill-in-company-details-with-akta.md
  - /how-to/fill-in-company-details-with-clearbit.md
  - /how-to/find-companies-showing-buying-signals-and-identify-contacts-with-predictleads-apollo.md
  - /how-to/find-companies-showing-buying-signals-with-predictleads.md
  - /how-to/find-companies-similar-to-your-best-customers-with-companyenrich.md
  - /how-to/find-companies-using-a-specific-technology-with-builtwith.md
  - /how-to/find-contacts-at-companies-like-your-best-customers-with-companyenrich-and-apollo.md
  - /how-to/find-contacts-at-recently-funded-companies-with-crunchbase-and-apollo.md
  - /how-to/find-decision-makers-with-leadiq.md
  - /how-to/find-recently-funded-companies-with-crunchbase.md
  - /how-to/find-technology-qualified-companies-with-builtwith-and-apollo.md
  - /how-to/research-a-company-from-its-domain-or-email-with-context-dev.md
  - /how-to/research-target-accounts-and-enrich-contacts-with-exa-clay.md
  - /how-to/research-target-accounts-with-exa.md
---

# Run account-based marketing campaigns

## Key Takeaways

- Account-based marketing (ABM) is a B2B approach where you choose the specific companies you want as customers and market to each one directly, instead of casting a wide net and waiting to see who responds.
- The work has four steps: choose and tier the accounts, research each one, reach the people who make the buying decision, and measure progress account by account.
- ABM is hard for small teams because the research and the custom writing grow with every account you add. That's the part an AI agent handles well.
- Kite researches each target account, finds the buying committee, builds a page for the account, writes personalized emails, and drafts LinkedIn ads aimed at the people on your list.
- Kite keeps the account's records current in HubSpot or Salesforce, reports replies and page visits for each account, and watches your accounts for news that gives you a new reason to reach out.

## What is account-based marketing?

Account-based marketing, usually shortened to ABM, is a B2B strategy that treats each target company as a market of one. Most marketing starts with an audience and hopes the right companies show up. ABM starts with a named list of companies you want to win, then builds the research, messaging, and outreach around each of them.

It's most useful when you sell to larger companies. A deal there usually involves several people, such as the person who feels the problem, the person who owns the budget, and the person who has to approve the vendor. A generic email sequence reaches one of them with a message that could have gone to anyone. An account-based campaign reaches all of them with a message that shows you understand their company.

Teams usually run ABM at three levels of depth:

- **One-to-one.** A small number of the most valuable accounts each get their own research, their own page, and outreach written for each person on the buying committee.
- **One-to-few.** Small clusters of similar accounts, such as regional hospital networks or logistics companies expanding into Europe, share a page and a message written for that group.
- **One-to-many.** A larger list gets messaging tailored by industry or role, with personal details added to each email.

Whatever the depth, the strategy follows the same steps. You define your ideal customer and pick the accounts. You research each one and map who's involved in the buying decision. You reach those people across channels with a consistent message, and you work with sales so the handoff is clean. Then you measure results by account, not by clicks or form fills.

For a small team, the hard part is the volume of careful work. Researching one account well can take an afternoon. Writing a page and five personal emails for it takes another. Doing that for thirty accounts, and keeping it current as those companies change, is a full-time job. This is the kind of work an AI agent can carry, because it needs research, judgment about what matters to each company, and writing that sounds like your brand.

Kite is an AI marketer. It researches your business, builds a growth strategy, and ships the work that brings you new customers. Here's how it runs an account-based campaign.

## How Kite runs account-based marketing campaigns

Kite starts with what it already knows about your business. During onboarding it researched your products, positioning, customers, and competitors, and saved that to your team's knowledge base. It uses that context to propose which accounts to target and how deeply to work each one.

The idea that holds a Kite campaign together is that every touch comes from the same research. Before anyone sends anything, Kite finds the specific reason each account should care right now, such as a new clinic opening, a hiring push in the team you sell to, or a switch to a tool you integrate with. That reason then shapes the account's page, every email to its buying committee, and the LinkedIn ads they see. The result reads like one coordinated conversation with the company instead of several unrelated campaigns.

After the outreach goes out, Kite tracks replies and page visits for each account, keeps your CRM up to date for sales, and keeps watching the accounts for news that calls for a new message.

### Choose the target accounts and sort them into tiers

A good target list starts from your ideal customer profile, not from a list of famous logos. Kite uses what it knows about your best customers to propose the criteria that define a good account, such as industry, headcount, location, funding stage, and the technology the company already uses. You can also hand Kite a list your sales team already wants to win, and it checks each company against the same criteria.

To find new accounts, Kite searches its built-in company sources and can find companies similar to your best existing customers. It also looks for public signs that a company may be ready to buy. These include a recent funding round, hiring for the roles that use your product, a product launch, a new partnership, or a leadership change. These are signals a company makes in public. They're different from the topic-research intent data that dedicated ABM platforms sell, which tracks what a company's employees are reading across the web.

Kite then proposes tiers. The accounts with the best fit and the strongest timing go into the one-to-one tier. Similar companies are grouped into one-to-few clusters, and the rest form the one-to-many list. Each account comes with a short explanation of why it belongs and why it sits in its tier, so you can move accounts around before any work begins.

**Related Playbooks**

- [How to find companies showing buying signals with PredictLeads](/how-to/find-companies-showing-buying-signals-with-predictleads.md): Find companies whose recent funding, hiring, launches, or partnerships suggest they're ready to buy.
- [How to build a lead list from company signals with PredictLeads, Crustdata](/how-to/build-a-lead-list-from-company-signals-with-predictleads-crustdata.md): Combine company news with funding, hiring, and leadership data to build a target list with a reason to reach out to each company.
- [How to add buying-signal accounts to HubSpot with PredictLeads](/how-to/add-buying-signal-accounts-to-hubspot-with-predictleads.md): Put the accounts that show buying signals straight into HubSpot so sales sees them.
- [How to find companies similar to your best customers with CompanyEnrich](/how-to/find-companies-similar-to-your-best-customers-with-companyenrich.md): Start from the customers you already win and find more companies like them.
- [How to find companies using a specific technology with BuiltWith](/how-to/find-companies-using-a-specific-technology-with-builtwith.md): Target companies that run a tool your product replaces or integrates with.
- [How to find recently funded companies with Crunchbase](/how-to/find-recently-funded-companies-with-crunchbase.md): Build a list of companies that just raised money and are likely to be investing in new tools.

### Research each account before anyone reaches out

Account research is what makes ABM work, because a personalized message is only as good as what you know about the company. For each account, Kite reads the company's website, recent news, and public announcements, and checks its hiring, funding, leadership, and the marketing and sales tools its website uses. On websites that rely on JavaScript, it can render the page to read what a normal visitor sees. It can also compare archived versions of the site to see how the company's positioning or products have changed.

Kite turns that research into an account profile with sources. The profile covers what the company does, who it sells to, what's changing there, and where your product fits. It ends with the specific reason to reach out now and the angle Kite recommends for the campaign. Kite marks which statements come straight from a source and which are its own inferences, so your team knows what it can quote.

Here's an example. Say you sell staff scheduling software to healthcare providers, and one of your target accounts is a regional hospital network. Kite finds that the network announced two new outpatient clinics last month and is hiring a dozen nurse managers. The profile recommends leading with how other networks staffed new sites without overtime spikes, because that's the problem those job postings suggest is coming.

Kite saves each profile to your team's knowledge base. When it writes the page, the emails, or the ads later, it works from the same profile, and the research stays available for your sales team's calls.

**Related Playbooks**

- [How to research target accounts with Exa](/how-to/research-target-accounts-with-exa.md): Research a target company across the public web, with a source behind each finding.
- [How to research target accounts and enrich contacts with Exa, Clay](/how-to/research-target-accounts-and-enrich-contacts-with-exa-clay.md): Pair account research with contact details from several data providers in one pass.
- [How to research a company from its domain or email with Context.dev](/how-to/research-a-company-from-its-domain-or-email-with-context-dev.md): Turn a website address or an email address into a profile of the company behind it.
- How to research target companies with UpLead (coming soon): Look up firmographic details for the companies on your target list.
- [How to fill in company details with Clearbit](/how-to/fill-in-company-details-with-clearbit.md): Add missing company information, such as size and industry, to the accounts you already have.
- [How to fill in company details with Akta](/how-to/fill-in-company-details-with-akta.md): Fill gaps in your account records with company details from Akta.

### Find the buying committee at each account

The buying committee is the group of people at the account who influence or approve the purchase. Kite works out which roles belong on it from your ideal customer profile and from who signed the deals you've already won. For the scheduling software example, that might be the chief nursing officer, the director of workforce management, and someone in IT who has to approve new systems.

Kite then finds the people in those roles at each account. It searches public professional profiles by title, function, seniority, and current employer, and confirms that each person still works at the company. Each record includes the person's role, LinkedIn profile, and a professional email address when the source has one. Kite also reads each person's recent public posts, which often give the email its opening line.

Kite scores each contact from one to five against your criteria and explains the score. That tells your team who should hear from you first and who's more useful later in the deal.

**Related Playbooks**

- [How to find decision-makers with LeadIQ](/how-to/find-decision-makers-with-leadiq.md): Find the people who make the buying decision at each target company.
- [How to find companies showing buying signals and identify contacts with PredictLeads, Apollo](/how-to/find-companies-showing-buying-signals-and-identify-contacts-with-predictleads-apollo.md): Go from a company that's showing buying signals to the right people to contact there.
- [How to find contacts at companies like your best customers with CompanyEnrich and Apollo](/how-to/find-contacts-at-companies-like-your-best-customers-with-companyenrich-and-apollo.md): Find lookalike accounts and the people who hold the roles your buyers usually hold.
- [How to find contacts at recently funded companies with Crunchbase and Apollo](/how-to/find-contacts-at-recently-funded-companies-with-crunchbase-and-apollo.md): Reach the right people at companies that just raised money.
- [How to find technology-qualified companies with BuiltWith and Apollo](/how-to/find-technology-qualified-companies-with-builtwith-and-apollo.md): Find companies that use a specific technology and the contacts who would care about it.

### Build a page for each account or cluster

An account page is a landing page written for one company or one small group of similar companies. It gives your outreach somewhere specific to send people. Instead of linking to your homepage, the email links to a page that speaks to the account's situation, shows the proof most relevant to it, and makes the next step easy.

Kite writes the page from the account profile. For a one-to-one account, the page addresses that company's situation directly. For a one-to-few cluster, it speaks to what the companies in the group have in common, such as hospital networks opening new sites. Kite builds the page in your brand's design, with a call to action such as booking a meeting, and gives each page its own address so you can see which account it was made for.

On a website Kite hosts, the page waits as an unpublished change you can preview, and it goes live when you approve it. If your website runs on Webflow or another supported content system, Kite builds the page there through your connected account.

### Reach each account by email and LinkedIn ads

Kite reaches the buying committee through two channels that reinforce each other: personal email and LinkedIn ads aimed at the same people.

For email, Kite writes a separate message for each person. Every email draws on the account's reason to reach out, but it's written for the reader's role. The chief nursing officer hears about patient coverage at the new clinics, while the workforce director hears about building schedules for the new nurse managers. Each email links to the account's page. Kite sends from your team's Kite email address or a connected email product, runs follow-ups on a schedule, and links replies back to the original thread.

For LinkedIn, connect your LinkedIn Ads account and Kite prepares a campaign aimed at the companies on your list and the job titles and seniority levels of their buying committees. It writes the ad copy, creates the images, and suggests bids. The campaign stays a draft until a team owner or admin confirms the budget and launches it. Kite can pause a running campaign on its own, because pausing only stops spending. On sites Kite builds, connecting LinkedIn Ads also adds the LinkedIn Insight Tag automatically, which lets you show ads later to people who visited the account pages.

Kite shows you every email and ad before it goes out. Approve the batch, and Kite sends the emails and hands the campaign over for launch.

### Keep sales and marketing working from the same records

ABM only works when sales and marketing agree on which accounts matter and what's happening with each one. Kite keeps that agreement in your CRM rather than in a separate spreadsheet.

Connect HubSpot, and Kite creates the target companies and their contacts, links each contact to their company, and adds the account research as notes so a sales rep can read it before a call. It can also create deals and follow-up tasks. Connect Salesforce, and Kite creates leads and updates the records with what it found, while the research is still current. When a contact replies, sales already has the account's background in the record.

Kite can also prepare a short brief before a sales call, covering the company, the people on the call, and the reason to reach out now.

### Measure by account and watch for new reasons to reach out

ABM is measured by accounts, not by clicks. The question is whether the companies on your list are responding, meeting with you, and turning into pipeline. Kite reports results the same way. For each account, it shows which emails were delivered, who replied, and whether anyone visited the account's page. Because each page was built for one account, a visit there usually comes from someone at that company or someone they shared it with. With your CRM connected, Kite also reads the deals and stages for those accounts, so you can see which ones moved.

Those results tell Kite what to do next. An account where two people opened the page but nobody replied might get a different angle. An account that booked a meeting moves to sales, and Kite stops marketing to it. Accounts that never responded can drop to a lighter tier.

Kite can also keep a standing watch on your target accounts. It checks for funding, launches, leadership changes, and other news, and tells your team when an account gives you a fresh reason to reach out, with the message already drafted. You can put the whole cycle on a schedule, such as refreshing the account research every Monday.

## What you get

- **A tiered target account list.** The companies that fit your ideal customer, sorted into one-to-one, one-to-few, and one-to-many tiers, with the reason each company belongs.
- **An account profile for each company.** Sourced research on what the company does, what's changing there, where your product fits, and the reason to reach out now, saved in your team's knowledge base.
- **A buying committee for each account.** The people who influence the decision, with their roles, LinkedIn profiles, email addresses when available, and a score from one to five.
- **Account pages.** Landing pages written for each top account or cluster, published on your website once you approve them.
- **Personalized outreach.** An email for each person on the buying committee, plus a draft LinkedIn campaign aimed at the same companies and roles.
- **Current CRM records.** Companies, contacts, and research notes in HubSpot or Salesforce, ready for sales.
- **Account-level results.** Replies, page visits, and deal movement for each account, with Kite's recommendation for the next move.

## How to get started

Start by telling Kite which companies you want to win, or ask it to find them. You might say, "Here are 25 companies we want as customers. Run an account-based campaign on them," or "Find hospital networks that are expanding and build an ABM campaign for the best ten."

Kite proposes the account list, the tiers, the buying committee roles, and the angle for each account. You can change any of it before the research begins. You can work with Kite in the Kite web app or in Slack, and you approve its proposals there with a reply or the Approve button.

The company and contact research runs on Kite's built-in data sources, so you can start without connecting another account. Connect HubSpot or Salesforce when you want the records in your CRM, LinkedIn Ads when you want Kite to prepare ad campaigns, and your content system if your website runs somewhere Kite doesn't host.

By default, Kite asks for approval before it publishes a page or sends an email. As you come to trust its work, you can let more of it run on its own.

## Integrations used for account-based marketing

Kite's built-in sources handle the account and contact research. Your CRM keeps sales and marketing working from the same records, and LinkedIn Ads carries the campaign to the buying committee.

### Choose and research target accounts

These sources come built into Kite, so you don't need your own account:

- [Apollo + Kite](/integrations/apollo.md): Find companies that match your ideal customer and the people in the buying committee roles, with professional email addresses.
- [PredictLeads + Kite](/integrations/predictleads.md): Find company news about funding, hiring, launches, and partnerships that gives you a reason to reach out now.
- [Exa + Kite](/integrations/exa.md): Research each account across the public web, with a source behind every finding.
- [Clay + Kite](/integrations/clay.md): Fill in company and contact details from several data providers in one pass.

### Keep your CRM current

- [HubSpot + Kite](/integrations/hubspot.md): Create the target companies and their contacts, link them together, and add Kite's account research as notes, deals, and tasks.
- [Salesforce + Kite](/integrations/salesforce.md): Create leads for the buying committee and update your records with what Kite found about each account.

### Reach the buying committee with ads

- [LinkedIn Ads + Kite](/integrations/linkedin-ads.md): Prepare draft campaigns aimed at the companies on your list and the roles of their buying committees, ready for a team owner or admin to launch.

## Common questions

### Can you give me an example of account-based marketing?

Here's a simple one. A company that sells staff scheduling software picks ten regional hospital networks it wants as customers. For each network, it researches recent news and finds that one just announced new clinics. It identifies the chief nursing officer, the workforce director, and an IT approver, then sends each of them an email about staffing new sites, linked to a page written for that network. At the same time, LinkedIn ads with the same message reach people in those roles at those ten networks. The team then tracks which networks reply and book meetings. For more, read Account-based marketing examples that worked for small B2B teams (coming soon).

### What are the most common account-based marketing techniques?

The techniques that show up in most ABM programs are:

- Personalized email to each person on the buying committee.
- Landing pages built for one account or a small group of accounts.
- LinkedIn ads aimed at the employees of specific companies.
- Retargeting ads for people who visited your account pages.
- Direct mail and gifts sent to key contacts.
- Intent data and company news that show which accounts are ready to buy.

Kite researches the accounts, writes the emails and pages, prepares the LinkedIn campaigns, and tracks company news. It adds the LinkedIn Insight Tag to sites it builds, which you can use for retargeting. Kite can design branded merchandise and, with your authorization, order it through its built-in Printify connection and ship it to your key contacts.

### What are the top account-based marketing platforms, and where does Kite fit?

Demandbase, 6sense, and RollWorks are dedicated ABM platforms, and HubSpot includes account-based marketing tools in its Marketing Hub. The dedicated platforms focus on intent data, identifying which companies visit your website, and coordinating ads across channels. They're built for larger marketing teams.

Kite does a different part of the job. A typical ABM setup combines a CRM, a marketing automation tool, an intent data source, and someone to do the research and writing. Kite is that someone. It researches the accounts, finds the buying committee, writes the pages and outreach, and keeps your CRM current. For a small team without an ABM platform, that covers most of a campaign. A team that already has one can use Kite to do the account-by-account work that the platform's data points to.

### How much does account-based marketing cost?

The cost depends mostly on how many accounts you work at each tier. One-to-one accounts cost the most because each one needs its own research, page, and outreach, and that usually means someone's time. One-to-many campaigns cost less per account because the research and writing are shared across a group. Dedicated ABM platforms and intent data add their own subscription costs. With Kite, the research, writing, and page building are part of its work, and pricing is per workspace rather than per seat. The Growth plan costs $100 a month and includes $100 in AI credits.

### How is account-based marketing different from regular outbound?

Regular outbound starts with a broad audience and contacts as many good-fit people as possible, expecting a small share to respond. ABM starts with a short list of companies and works each one more deeply, reaching several people at the same company with a coordinated message. Kite does both. When you want a wider list for volume outreach, it can [build qualified B2B lead lists](/use-cases/build-b2b-lead-lists.md) and run [personalized outbound email campaigns](/use-cases/outbound-email-campaigns.md).