Account-Based Marketing (ABM) & Advanced Campaign Orchestration
Execute sophisticated, full-funnel marketing campaigns that generate demand and accelerate growth. We build and manage data-driven ABM programs that align with complex life science buying journeys, effectively activating your entire commercial organization from first touch to closed deal.
Overview
Full-funnel marketing that drives sales pipeline and velocity
The Challenge
Life science companies frequently face long sales cycles and complex buying committees, making standard and even omnichannel marketing approaches insufficient. Without tight coordination between marketing and sales, alignment on targets, and a clear view of all account-level touchpoints, organizations may struggle to engage the right stakeholders, surface leads, and fully support the business development process.
Fractorial's Solution
We design and implement a repeatable process to orchestrate, deliver, and measure complex campaigns. This starts by mapping out the needs of specific accounts, account types, and buyers personas, and then connecting those needs to messaging and content. We then build a campaign process for lead scoring, nurturing, and triage aligned to your commercial structure, while ensuring sales and BD teams have the content they need to effectively engage leads. Campaign data feeds into clear dashboards reporting on key performance metrics.
How we help
Developing an advanced commercial engine
Our detailed approach to developing, launching, and evaluating advanced and ABM campaigns turns your marketing organization into an engine to support the entire commercial process. Here the the 5 steps:
Our process
Developing an advanced commercial engine
Our detailed approach to developing, launching, and evaluating advanced and ABM campaigns turns your marketing organization into an engine to support the entire commercial process. Here the the 5 steps:
For successful account-based marketing, it’s critical that an organization has a commercial structure in place to enable ABM, and that there is enough revenue potential from an ABM program to generate positive ROI. To ensure ABM will be beneficial, we audit your existing marketing programs, commercial structure, ICP, and content to determine ABM readiness, and if so, what the most appropriate ABM approach is.
We help to evaluate, select, and implement an ABM platform, and then configure the necessary technology stack and data flows to support account-based efforts. This includes setting up intent data monitoring, harmonizing CRM and marketing automation platforms, and ensuring sales teams have visibility into account engagement.
We map an end-to-end campaign workflow to standardize critical tasks like lead scoring, qualification, and triage based on your commercial structure. This creates efficient logic and a repeatable process that ensures accounts are effectively targeted and nurtured. Triage processes also are designed to ensure that high-priority and highly-engaged engaged accounts are routed immediately to the right sales or account leads.
We build full-funnel campaign strategies that include touchpoints along the entire marketing and sales continuum. This involves developing tailored content and thought leadership assets designed to resonate with specific members of the buying committee. Typical campaign content includes messaging, gated and ungated content, templates for email follow-ups, and can include internal training of sales and BD teams as needed.
We deploy, manage, evaluate, and optimize the ongoing execution of campaigns. This includes establishing both the leading metrics and long-term ROI-based KPIs, as both are needed in long sales cycle campaigns. We also develop the dashboards and reporting framework to help you effectively communicate campaign results and successes to internal stakeholders.
Case Study
Implementing ABM to Support Multiple Service Categories
Creating a repeatable framework for effective full-funnel ABM campaigns aligned to a complex commercial structure
The goal
A scaling life science services organization needed to move beyond basic lead gen to better engage key enterprise accounts, and needed to build a robust, repeatable process to deliver and measure the impact of ABM campaigns.
MARKETING FOR COMPLEX BUYING JOURNEYS
What is Advanced Campaign Orchestration?
Advanced marketing campaigns go beyond standard omnichannel advertising; they are designed to positively impact every stage of the buying journey, from initial awareness to helping the sales team close business. This approach is essential for companies with long sales cycles—typical in the life sciences—or those executing Account-Based Marketing (ABM) strategies.
Success here requires tight coordination between marketing and sales, including SDR and BD teams, to create a seamless customer experience. At Fractorial, our process - Advanced Campaign Orchestration - includes planning, deploying, and measuring these complex campaigns, ensuring they align with your business goals and are continuously optimized using data analytics. By integrating rigorous performance measurement, we ensure your campaigns are not just creative, but commercially effective.
{solution} Frequently Asked Questions
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Our work helps teams turn complex data into growth — driving qualified leads, higher engagement, and stronger campaign performance across every channel.