In enterprise settings, marketing is built on understanding the needs of specific organisations rather than reaching broad audiences. At Pikap, Account-Based Marketing follows a working model that analyses the structure of target organisations, their decision-making processes and the nature of the relationship they will build with the product. This model ensures each organisation is addressed within its own context.
The process starts by defining target accounts. We assess each organisation’s field of activity, digital maturity, technical requirements and solution expectations, so communication never turns into a generic, one-size-fits-all effort. Content, tone and touchpoints are prepared to fit the natural flow of each target organisation — helping communication reach the right people with the right content.
Understanding account behaviour is a key part of the process. We regularly review which information these organisations prioritise, where they are looking for solutions and which touchpoints matter along their buying journey. These insights shape the messaging, the presentation style and the documents we use. Every piece of work is designed to answer the information the target organisation needs, both digitally and operationally.
Production in Account-Based Marketing follows a clear discipline. Research, content, visual layout and technical materials are developed in line with the brand’s voice. Presentations, reports and project examples are structured to support the organisation’s decision-making. Corporate outreach and content shared on LinkedIn are also supporting parts of the process. This approach keeps communication within a more accurate frame.
Decision Matrix
Over time, this page will explain in more detail how we define accounts, how we create content, how we analyse enterprise needs and the communication models we use. As it grows, the value this approach adds to projects will become more visible.