The decision makers at your target accounts know your name
Account-Based Advertising isn't lead generation. It's systematic visibility with the decision makers who decide on purchasing your products — before your sales team calls.
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Account-Based Advertising in 60 Seconds
Instead of blasting a broad audience with ads and hoping the right people are in there, you flip the process:
You define a list of target accounts. Then you ensure the decision makers at exactly those companies see your brand everywhere — on LinkedIn, in Google Search, and on industry portals.
The goal isn't a form download. The goal is that your sales team has warm conversations because the other side already knows your name.
How Account-Based Advertising Works
Layer 1: LinkedIn — Build Brand Awareness
LinkedIn is the only platform where you can filter by company name, job title, and hierarchy level. Your ads are only seen by CEOs, Sales Directors, and Buyers at your target accounts.
The goal of Layer 1: Decision makers at your target accounts see your brand regularly. Your company becomes familiar — before any conversation takes place.
Layer 2: Google Search — Capture Active Searchers
When a decision maker actively searches for solutions you offer, you appear at the top. With industry keywords and negative keywords, we filter out students, hobbyists, and irrelevant clicks.
The goal of Layer 2: When a decision maker at one of your target accounts actively searches for solutions, they see your brand — not your competitor's. They click your ad, visit your website, and land in your retargeting audience for Layer 3.
Layer 3: Retargeting — Stay Visible
In mechanical engineering, a buying decision takes 6-18 months. Retargeting via Google Display, YouTube, and Performance Max keeps your brand top of mind.
The goal of Layer 3: Stay present throughout the entire buying cycle. Every time a decision maker visits an industry portal or opens YouTube, they see your brand.
Classic Lead Generation vs. Account-Based Advertising
Classic Lead Generation
- Leads: High volume, low quality
- Sales says: 'Most leads are worthless'
- Success metric: Cost per Lead, number of downloads
- Result: Many contacts in CRM, few real conversations
Account-Based Advertising (Adoro)
- Result: No form downloads. Instead: decision makers who know your name when your sales team calls
- Sales says: 'They already knew us, the conversation was productive'
- Success metric: Reach at target accounts, account engagement, shortened sales cycle
- Visibility with the right decision makers — not volume
Account-Based Marketing doesn't produce leads in the traditional sense. It produces awareness among the decision makers who decide on purchasing. Instead of collecting 200 unqualified form downloads, you ensure the 30 most important decision makers at your target accounts know your name. When your sales team calls, it's no longer a cold call.
What Happens in the First 3 Months?
Month 1: Setup & Launch
What you see: Your target account list is uploaded as a LinkedIn Matched Audience. Google Search campaigns run with industry keywords. First impressions with your target accounts.
Month 2: Optimization & Visibility
What you see: Growing reach with your target accounts. A/B tests refine the ads. Retargeting audiences grow. First website visits from decision makers at your target accounts.
Month 3: Familiarity & Impact
What you see: Your sales team reports that conversation partners already know your company. Conversations go differently — shorter, more productive, less explaining needed. Decision makers at your target accounts visit your website repeatedly. The buying process accelerates.
After 3 months, we typically expect 30% to 50% of your target companies to have actively engaged with your ads or website. Your sales team has warmer conversations because decision makers already know your brand. The typical effect: shorter decision cycles, higher close rates, and a sales team that no longer has to start from scratch.
Frequently Asked Questions
Are your target accounts ready to hear your name?
In a free 30-minute call, we'll clarify whether Account-Based Advertising is the right approach for your target customers.
100% free & no obligation
Strategy session, no sales pitch
