4 Questions to Ask an ABM Agency Before Signing a Contract
The ABM agency market has grown rapidly as account based marketing adoption has increased across B2B companies. The range of what agencies describe as ABM capability is wide: some provide full-service ABM programs with intent intelligence, buying group mapping, and multi-channel orchestration; others provide personalized content and targeted advertising using the ABM label. These four questions help identify which category a prospective agency falls into before a contract is signed. How do you identify which accounts to target, and how do you update that list during the program? This question distinguishes agencies that build account selection on a systematic ICP and intent analysis from those that accept client-provided lists without intelligence input. A strong ABM agency will describe a specific process: they define the ICP with the client, apply it against company database sources, layer intent data to identify in-market accounts, and update the list at defined intervals based on ...