First ABM Strategy, Built from the Ground

From cold outreach to focus engagement with a detailed ICP, account list and relevant messaging.

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“Together with MAN Digital, we built the foundation for our first ABM campaign.”

Mateusz Pinkiewicz

Founding Partner, Brandmed

ICP

based on market and customer segmentation

Account list

built and tiered for the key markets

Messaging map

with content ideas for buyer personas

Situation

Brandmed is a full-service digital agency for healthcare brands (10–50 employees, founded by medical doctors).

Problem

Relying on cold outreach made it hard to communicate services clearly and build relationships with best-fit clients.

Solution

We defined ICP and priority accounts across key markets; mapped topics and messages to ABM personas; created a multichannel touchpoint plan and content pipeline.

Benefit

Brandmed now has the foundations to launch its first ABM campaign and produce account-relevant content consistently.

The Situation

Bandmed is a full-service digital agency for healthcare brands, founded by medical doctors. After relying on cold outreach to spark conversations, they needed a better way to communicate their services and build relationships with best-fit enterprise accounts

The Problem

Pharma/healthcare marketers operate under strict medical/legal review, long planning cycles, and procurement gates—so generic cold outreach gets filtered out fast. They expect subject-matter-driven messaging tied to their therapeutic area and market context.

Our Solution

1) ICP & Target Accounts:

Ran market and customer segmentation to define Ideal Customer Profile.
Compiled a Target Account List across: Poland, UK, US, Scandinavia, Middle East, Switzerland, Netherlands (Tier 1: 1,000+ employees, >€500M revenue).
Added Tier 2/3 segments: big-pharma in Germany/France and elsewhere with ≥€1M revenue and ≥250 staff.

2) Topics, Messaging & Personas:

Outlined the key challenges for target accounts.
Mapped topics and messages to ABM buyer personas within marketing units.

3) Multichannel Touchpoints & Content Pipeline

Built a messaging matrix and multichannel engagement plan to reach decision-makers.
Set a content pipeline aligned to the topics & messaging map.

Business Impact

ABM-ready foundation: Ideal customer profile, target account list, and persona-based messaging in place to kick off the first ABM campaign.

Content aligned to target accounts: brandmed began producing account-relevant content guided by the topics & messaging map.

Team capacity: brandmed hired a marketing professional to execute the plan and keep content production on track.