ICP & target account list
Tiered list with named tier-1 accounts, triggers for tier-2/3, and explicit exit criteria aligned with sales leadership.
Consulting engagement
Account-based marketing and B2B demand generation - built on evidence, run as a revenue programme.
Npexpos helps B2B teams move from leads to accounts: we tighten ICP, integrate intent data, and orchestrate paid, content, outbound and lifecycle plays against the accounts your sales team can actually close.
Why Npexpos for ABM and B2B demand generation?
Most B2B programmes collect MQLs that sales refuses to work. We design account-first demand programmes where marketing, SDR, sales and RevOps share one list, one signal model, and one definition of progress.
Account-first, not lead-first
We anchor the programme to a short, defensible target list - tiered, with intent triggers and exit criteria - instead of chasing form fills that never convert.
Signal over volume
Intent, engagement, firmographic and product-usage signals are blended into a score that triggers the right play at the right moment - for marketing and SDRs alike.
Built with RevOps, not around it
We co-design inside your CRM and MAP (HubSpot, Salesforce, Marketo) so routing, attribution and SLAs match what your reps actually do.
Honest about pipeline reality
Cohort, win-rate, sales-cycle and deal-size truth-telling - including which plays to stop - is built into the cadence, not deferred to an awkward QBR.
Outcomes Npexpos clients measure
Illustrative ranges, typical of our engagement shape - replace with your verified metrics once deployed.
1.5-3x
Meeting-to-opportunity conversion on tier-1 target accounts, within two quarters
30-50%
Reduction in SDR wasted dials on poor-fit accounts after ICP refresh
8
Discrete phases, each shipped with decision logs and owners
The ABM & demand engagement - in 8 phases
Structured like a flagship programme, run as a consulting sprint. Each phase delivers an artefact your revenue team can own and reuse.
ICP & segmentation refresh
Closed-won pattern analysis, firmographic and technographic cuts, and win-rate by segment. We put contested assumptions in writing and test them before we spend a penny on media.
Tiered target account list
Tier-1 named, tier-2 industry/signal-triggered, tier-3 broad-reach. Built with sales so the list is trusted, and with exit criteria so dead accounts get demoted.
Intent & signal architecture
Third-party intent (6sense, Bombora, G2), first-party engagement, product-usage and hiring signals blended into a scoring model triggering specific plays.
Messaging & offer map
Pains and proofs mapped per buying role (economic, champion, user, technical) with offers sized to the signal - from dark-social thought leadership to exec-level 1:1 plays.
Orchestrated play library
Paid social, programmatic display, content syndication, outbound, field/event, and lifecycle assembled into reusable plays with owners, triggers and cut-off rules.
Martech & RevOps wiring
Routing, SLAs, attribution, lead-to-account matching, and dashboards configured inside your existing CRM/MAP - no forklift replacements.
Pilot, measure, iterate
A 60-90 day pilot on a defined account slice, with weekly tuning, SDR shadowing, and a written read-out that separates what worked from what just felt busy.
Scale-up & enablement
Play library, measurement cadence, training for marketers and SDRs, and a handover plan so the programme keeps running after the engagement closes.
What you receive
Tangible artefacts - not a slide deck that rots on a shared drive.
Intent & scoring model
Unified signal taxonomy, scoring rules, and the plays each score band triggers - wired into your CRM/MAP.
Play library
Documented plays (paid, content, outbound, field, lifecycle) with owners, triggers, exit criteria and expected lift.
Revenue dashboard & enablement
Account-level engagement, pipeline influenced and created, and a working playbook so your team can own the programme.
Frequently asked questions
How long is a typical ABM engagement?
Programme design runs 4-6 weeks. Pilot runs 8-12 weeks on a defined account slice. Retained advisory is typically 6-12 months with a defined exit plan.
Do we need dedicated ABM tooling to start?
No. We start with what you have (HubSpot/Salesforce/Marketo + LinkedIn + intent source). We only recommend new tools after we have the play library and scoring model working.
How do you handle alignment with sales?
Sales is a design partner from phase one. We run joint account reviews, SDR shadowing, and written SLAs between marketing, SDR and AE ownership at each score band.
Does this work for self-serve/PLG businesses too?
Yes. For PLG we blend product-usage signals with account-level firmographics so PQL handoff to sales is precise, not an inbox flood.
What does "pipeline influenced" actually mean here?
We define it up-front - usually meaningful account-level engagement within a defined window before opportunity creation - and hold ourselves to the definition in every report.
Can you train our in-house team?
Every engagement includes enablement sessions for marketing, SDR and RevOps so the programme continues without vendor dependency.