Account Based Marketing Agency

Most B2B companies already know which accounts they want. The list exists somewhere: a spreadsheet, the CEO's head, a slide the sales director rebuilds every January. Forty companies, maybe two hundred. The ones worth a real contract. Naming them was never the hard part. Reaching the four or five people inside each one who actually decide, that is the hard part, and it is why companies go looking for an account based marketing agency. I'm Léo Le Henaff, Co-founder and CTO of Moriah, a LinkedIn marketing agency and a LinkedIn Certified Marketing Partner. We build the systems that aim personal branding, targeted outreach, and LinkedIn Ads at one finite list of named accounts.

The Problem: You Have the List and No Way to Reach It

A named account list is a strange thing to own. It is the most valuable document in the company and, in most marketing stacks, the least usable one.

The usual programs are built for the opposite shape of problem. They chase an audience: a broad segment, a persona, a category of buyer, all measured in volume. Hand that machinery a list of ninety specific companies and it stalls. You can buy a proxy, an interest cluster or a lookalike, and hope the spend lands near the people you actually named. Usually it doesn't.

Meanwhile the deal keeps getting decided by a committee you have never met. In business services, manufacturing, transport or logistics, a serious purchase pulls in an operational owner, a technical evaluator, a finance signature and an executive sponsor. Marketing tends to reach exactly one of them, whoever filled in a form. The rest form their opinion from peers, and from whoever has been visible in their industry all year. If you are not in that picture, your account list is a wish list.

Why LinkedIn Is Where Account Based Marketing Actually Lands

Account based marketing works on LinkedIn for one structural reason: it is the only channel where people keep their employer and their job title up to date on purpose. That single fact turns a list of company names into a list of reachable humans.

Everywhere else, targeting a named executive is inference. You buy a data list and hope the contact has not moved, or you retarget a cookie and trust it belongs to the operations director and not an intern. On LinkedIn the company and the role are the targeting attributes themselves, declared and kept current by the person you want to reach.

Two consequences follow. You can aim at a finite set of employers, then narrow to the functions and seniorities inside them, so spend and messages reach the buying committee rather than the general market. And the response behaves differently: cold email typically produces 1 to 3 percent replies, while well run LinkedIn outreach produces closer to 10 to 15 percent.

How We Hit One List From Three Directions

Moriah runs your LinkedIn presence as one business engine, pointed at a single business objective at a time. Account based marketing is one of the objectives that engine can serve, and we always run all three pillars together: personal branding, targeted outreach, and LinkedIn Ads. That is the concept and the way we work, not a package tier.

For a named account list the three pillars fit unusually well, because they reach the same accounts through three different doors. Ads make your company familiar inside those buildings. Your executives' content makes your point of view familiar in the feed of those same people. Targeted outreach then arrives from someone whose name and face they have already seen twice.

Split them up and the failure is easy to predict. Publish thoughtful content, activate nothing around it, and you get attention without business. Send outreach with nothing behind your name and you get ignored, because the recipient checks the profile first and finds an empty one. When the whole program rests on a few hundred individuals, each of them needs to run into you more than once.

Key Capabilities

Building and tiering the named account list

We start from your list, not a persona document. If it needs work, we build it with you: which accounts are genuinely winnable, which are strategic but slow, which should be dropped. Then we tier it, because a list where every account is equally important is a list nobody can act on. Tier one gets the executive's own attention and personalized outreach. Lower tiers get coverage through ads and content.

Company targeting and matched audiences

LinkedIn lets you build an audience straight from your accounts, by company name or by uploading your list of company domains, then layer job function, seniority and title on top. What comes out is an ad audience made of the buying committee inside the companies you named, and nobody else. One caveat worth saying plainly: LinkedIn enforces a minimum audience size before a campaign will serve, so a very short list has to be widened by role or by adjacent accounts before paid can run.

Targeted outreach to named people at named employers

Roughly 200 targeted messages a week, written and sent by us, aimed at the individuals on the account list rather than whoever a tool happened to scrape. The list is finite, so the message can be specific to the account and the role.

Executive personal branding as account coverage

Content from a personal profile performs roughly 5 to 10 times better than the same content from a company page, and in account based marketing that gap decides whether your buying committee sees you at all. We produce 1 to 3 posts a week for your executives, on the subjects your named accounts care about.

One list, one objective, one team

Strategy, content production, targeted outreach and ads all happen in-house at Moriah, against the same account list and the same business objective. You are not coordinating a ghostwriter, an outreach vendor and a media buyer who have never seen each other's targeting.

What Gets Measured

Account based marketing does not report well in lead counts, and pretending otherwise is how these programs get killed early. The honest measures are account level: how many of your named accounts have a committee member engaging with your executives' content, how many moved from silence to a reply, how deep the penetration goes inside the accounts that matter most, and which ones have gone cold enough to swap out. A quarter where twenty tier one accounts went from zero contact to an active conversation is a good quarter, even when the raw lead number looks unremarkable next to a broad campaign.

Who This Is For

• Established B2B companies with a defined list of target accounts, where one contract is worth chasing for months
• CEOs and CMOs whose sales cycle runs through a buying committee rather than one signature
• Companies in business services, manufacturing, transport, logistics and similar sectors, where the market is finite and everyone roughly knows everyone
• Leadership teams entering a new market, where the first twenty logos decide whether the rest follow
• Firms whose executives are willing to publish from their own profiles, which is a requirement on our side
• Companies whose decision-makers are genuinely active on LinkedIn. When they are not, we decline the engagement

How It Works

1. Discovery and account review: we go through your business, the objective, and the list itself account by account, to see what is realistic and where the committee sits.
2. Tiering and targeting build: we tier the list, map the roles that matter inside each account, and build the LinkedIn audiences and outreach segments from it.
3. Engine launch: personal branding, targeted outreach and ads go live together against the same list, aimed at one objective.
4. Account level reporting: you see movement per account, not just aggregate impressions, and we adjust the mix as accounts warm up or go quiet.
5. List refresh: dead accounts come off, new ones go on, and the engine gets re-aimed.

Results You Can Expect

Expect coverage before you expect meetings. In the first weeks the change shows up in who is watching: profile views and content engagement start arriving from the companies on your list instead of a general audience. That is the leading signal.

Conversations follow from the targeted outreach pillar, and they arrive warmer, because the name is no longer cold. Over a few months the compounding is the whole point. An account that has read your executive's thinking repeatedly, and been messaged thoughtfully, answers differently than one hearing from you for the first time.

We do not guarantee outcomes. We launch, gather real data on your account list, and show you what is moving. Churn is very low, and we take that as better proof than a promised number.

Frequently Asked Questions

What does an account based marketing agency do? An account based marketing agency treats a finite list of named target companies as the audience instead of a broad segment, then aims marketing and outreach at the people inside those companies who influence the purchase. Moriah does this on LinkedIn, running personal branding, targeted outreach and LinkedIn Ads together against one account list.

How much does an account based marketing agency cost? Retainers vary widely across the market, from a few thousand dollars a month to well into five figures, often with technology licenses stacked on top. Moriah works on a monthly retainer covering all three pillars, run together and executed in-house: $4,000 per month in the United States, £3,000 in the United Kingdom, €3,000 in France. No per-post or per-tool pricing.

How many accounts should be on the list? Enough that the ad platform can serve, few enough that outreach stays genuinely personal. The useful range depends on how many people per account you need to reach, which is why we tier the list rather than treat it as one block. If your list is too narrow to run paid against, we will tell you during discovery.

Can you do account based marketing on channels other than LinkedIn? No. Moriah is LinkedIn only, and that is deliberate: LinkedIn is where the employer and the job title are declared and kept current, which is what makes reaching a named committee possible at all. We do not run email sequencing, search, display or direct mail, and we would rather say so than sell an orchestration we do not operate.

Can we buy just the ads part, or just the outreach? No. The three pillars always run together. Against a named account list that matters more than usual: ads without content give the committee nothing to read when they check the profile, and outreach without either lands cold on the exact people you can least afford to burn.

How is this different from cold email based ABM? Reply behavior, mostly. Cold email typically gets 1 to 3 percent replies and leans on contact data that decays as people change roles. LinkedIn outreach gets closer to 10 to 15 percent and reaches the person at their current employer by definition.

Do our executives have to post personally? Yes. Content from a personal profile performs roughly 5 to 10 times better than the same content from a company page, and in account based marketing the committee is small enough that the difference decides it. We write and manage the content; it publishes from your executives' profiles.

Is there a minimum contract? No. The engagement carries no commitment: no minimum term, no lock-in, cancel whenever you want. The model is to launch, measure and prove with real data on your own list. Most clients stay well past the initial engagement.

Can the same engine serve a different objective later? Yes. The same three pillars, weighted differently, can be aimed at thought leadership, new partnerships, entering a new market, launching an offer, or visibility to investors and institutions. Any business objective has an answer with the right LinkedIn strategy. Account based marketing is just the version where the objective is a list of names.

Get Started

If you already have the account list, the useful next conversation is a short one: who sits on those buying committees, and are they reachable on LinkedIn. Bring the list. We will tell you honestly which parts of it are workable and what the combined engine would look like against it. Book a call and let's look at your accounts.