Account-based marketing · United States

Account based marketing agency in the United States. Named accounts, the whole buying group, and the partner motion that closes them.

We run account based marketing programs for US B2B technology companies: a tiered account list, research on every named account, content written for each role in a large buying committee, and campaigns aligned to the co-sell and cloud marketplace motion where enterprise software spend now lands.

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America/New YorkCountry program

united-states-tier1-accounts.csv5 rows

01Microsoft (Redmond) · B2B SaaS and AIhiring

02Amazon Web Services (Seattle) · System integrators and consulting partnersnew CIO

03Salesforce (San Francisco) · CybersecurityRFP

04ServiceNow (Santa Clara) · B2B SaaS and AIexpansion

05Oracle (Austin) · System integrators and consulting partnersevent

The short answerAn account based marketing agency in the United States picks a finite list of target accounts, maps the buying group inside each one, and runs coordinated marketing and sales programs against that list rather than chasing open demand. In practice that means account research, committee level content, partner and cloud marketplace co-sell alignment, event coverage, and reporting measured on account engagement and pipeline created, not on form fills.

What is different in United States. And what it means for pipeline.

Market snapshot

Dominant industries

B2B SaaS and AISystem integrators and consulting partnersCybersecurityHealthcare ITSupply chain and logistics technologyLegal and procurement technology

Business districts

San Francisco Bay Area: enterprise software, AI model companies and semiconductors, and the venue for Dreamforce, RSAC and most platform vendor conferencesNew York: financial services, media and adtech, legal technology, and the densest concentration of agency and consulting buyersBoston and Cambridge: enterprise software, life sciences IT and university-linked research spendingAustin: software, semiconductors and a dense founder and operator networkDallas and Fort Worth: corporate headquarters, telecom, financial services and shared service centersSeattle and Bellevue: cloud infrastructure, commerce, and the AWS and Microsoft partner benches

The distinctive thing about account based marketing in the United States is where large software spend now lands. Omdia forecasts enterprise software sold through the AWS, Microsoft and Google Cloud marketplaces will rise from $30 billion in 2024 to $163 billion by 2030, and Microsoft cites that research for its estimate that 60% of cloud business on Microsoft Marketplace will be channel led by 2030. AWS links a Marketplace private offer to a co-sell opportunity inside AWS Partner Central, so a deal registered in the ACE program can close as a private offer. Microsoft multiparty private offers let a software company and a channel partner build one offer together. That changes who you target: the cloud account team and the partner alliance lead sit in the buying group alongside your economic buyer.

The second shift is the size and behavior of the committee. Forrester's The State Of Business Buying, 2026, drawn from nearly 18,000 business buyers, reports that 94% use AI during the buying process and that a typical decision now involves 13 internal stakeholders and nine external influencers. 6sense found 94% of buying groups had ranked preferred vendors before first contact and bought from that early favorite 77% of the time. Gartner found 69% of B2B buyers turn to sales reps to validate AI generated insights. For an account program that means presence has to be continuous and publicly describable, with separate material for finance, security, legal and the operating team, because the shortlist is usually set before anyone fills in a form.

Third, the account list has geography even when the campaign is national. Enterprise software, AI and semiconductor accounts cluster in the San Francisco Bay Area; financial services, media and legal technology in New York; federal and public sector IT and cybersecurity in Northern Virginia and Washington DC; payments, logistics and a deep system integrator bench in Atlanta; cloud and the AWS and Microsoft partner benches in Seattle and Bellevue. Phoenix, Salt Lake City and Minneapolis hold enough enterprise buying to deserve their own account maps. Those clusters decide which events carry your target accounts: Gartner IT Symposium/Xpo in Orlando, 19 to 22 October 2026, AWS re:Invent in Las Vegas, 30 November to 4 December 2026, and RSAC at Moscone Center, 5 to 8 April 2027.

Partner ecosystem

Co-selling and marketplace transactions are now the default motion for partner-led software sales in the US, and the marketing implications are national rather than local. Omdia forecasts enterprise software sold through the AWS, Microsoft and Google Cloud marketplaces will rise from $30 billion in 2024 to $163 billion by 2030, and Microsoft's own marketplace documentation cites that research for the estimate that 60% of cloud business on Microsoft Marketplace will be channel-led by 2030. AWS links a Marketplace private offer to a co-sell opportunity inside AWS Partner Central, so a deal registered in the ACE program can be closed as a private offer or as a channel partner private offer. Microsoft's multiparty private offers let a software company and a channel partner build one offer together across an ecosystem the company describes as more than 500,000 partners, and for a customer with an Azure consumption commitment the whole purchase counts against that commitment when the solution is co-sell eligible; US channel partners have to file resale certificates before they can transact this way. Salesforce folded AppExchange, the Slack Marketplace and the Agentforce ecosystem into a single AgentExchange in April 2026, backed by a $50 million builders initiative, and MuleSoft is sold as part of that Salesforce platform rather than as a standalone listing. Oracle runs the same pattern through Oracle Cloud Marketplace private offers and multi-party private offers. ServiceNow, SAP, Snowflake and Databricks each run their own partner programs alongside a store or marketplace, so a US system integrator or ISV usually carries several badges at once and needs a separate content and demand motion for each one, plus listing content written for procurement rather than for engineers.

Who is here

The United States ecosystem includes Microsoft (Redmond), Amazon Web Services (Seattle), Salesforce (San Francisco), ServiceNow (Santa Clara), Oracle (Austin), Nvidia (Santa Clara), IBM (Armonk), Snowflake (Bozeman) and others.

Local plays

How we run account-based marketing in United States.

Account selection and tiering

We build the target list from firmographic fit, partner overlap and observable signals, then tier it. Tier one accounts such as a health system CIO group or a Bay Area enterprise software buyer get named research and custom assets. Tier two runs programmatic plays by industry, using the cluster map: cybersecurity, healthcare IT, supply chain, legal and procurement technology, and crypto.

Partner and co-sell alignment

For accounts with a cloud consumption commitment, the fastest route is a co-sell registration and a marketplace private offer. We map which badges you hold across AWS, Microsoft, Google Cloud, Oracle, ServiceNow, SAP, Snowflake and Databricks, write listing content for procurement rather than engineers, and build a separate demand motion for each program instead of one generic partner page.

Multi-threading the buying group

A US enterprise decision involves 13 internal stakeholders and nine external influencers, so we run parallel threads rather than one champion sequence. Finance gets the commercial model, security gets the posture and audit material, legal gets the contracting path, and the operating team gets the trial or pilot, since more than 60% of buyers purchase some form of trial.

Event anchored account plays

Conferences are where target accounts gather, so each one gets a plan before, during and after. Examples: Gartner IT Symposium/Xpo in Orlando in October, AWS re:Invent in Las Vegas in late November, Manifest in Las Vegas in February 2027 for supply chain accounts, HIMSS in Chicago and Legalweek in New York for healthcare and legal technology lists.

Measurement built on accounts

Reporting runs at account level: coverage of the buying group, engagement across roles, partner sourced and partner influenced pipeline, marketplace private offers in flight, and revenue. Form fills are a diagnostic, not the goal, because 94% of buying groups rank preferred vendors before first contact. We report what moved an account from unaware to shortlisted.

Who we target here

Partner and alliance leaders at US system integrators and consulting firms carrying several cloud badges at onceVP and director level demand generation owners at San Francisco Bay Area B2B SaaS and AI companiesCISOs and security program owners at the accounts that gather at RSAC in San FranciscoHealth system CIOs and clinical technology buyers reached through HIMSS in ChicagoSupply chain and logistics technology executives at shippers and carriers, the Manifest audience in Las VegasLegal operations leaders and law firm technology buyers in New York, the Legalweek listInstitutional digital asset, custody and policy buyers at Miami crypto and Web3 firms

What you get

Account-Based Marketing. The same standard in every market.

Full service details

Account selection and tiering

A named list agreed with sales, scored on fit, intent and access, split into 1:1, 1:few and 1:many tiers.

Buying committee maps

Economic buyer, champion, technical evaluator, procurement and blockers identified for each Tier 1 and Tier 2 account.

Account insight briefs

Initiatives, systems, hiring, public statements and trigger events for each 1:1 account, turned into a point of view on why you, why now.

Calendar

Events that matter in United States. We book meetings before they start.

Event	Typical timing	Why it matters
Gartner IT Symposium/Xpo	October	Gartner's CIO gathering at Walt Disney World Resort, Orlando, 19 to 22 October 2026; the densest room of US enterprise IT decision makers in the calendar
AWS re:Invent	November	AWS's annual conference across the Las Vegas Strip, 30 November to 4 December 2026; cloud, AI infrastructure and the AWS partner ecosystem
Manifest	February	Supply chain and logistics technology conference at The Venetian, Las Vegas, 8 to 10 February 2027; shippers, carriers, startups and investors in one place
B2B Marketing Exchange	February	B2B marketing conference at the Omni La Costa Resort, Carlsbad, California, 22 to 24 February 2027; ABM, demand generation and content practitioners
Legalweek New York	March	Legal technology conference at the North Javits Center, New York, 1 to 3 March 2027; law firm and in-house legal operations buyers
RSAC Conference	April	Cybersecurity conference at Moscone Center, San Francisco, 5 to 8 April 2027; CISOs, security vendors and channel partners
HIMSS Global Health Conference and Exhibition	April	Healthcare IT conference at McCormick Place, Chicago, 5 to 8 April 2027; health system CIOs and clinical technology buyers
Forrester B2B Summit North America	May	Forrester's B2B marketing, sales and product summit in Phoenix, 2 to 4 May 2027; the research that most US B2B leadership teams plan against

Rules of the road. Outreach that stays compliant.

Privacy and outreach

Three layers of rule constrain US outbound and they do not line up neatly. Federal: CAN-SPAM governs commercial email, has no business-to-business exemption, and requires accurate headers, a valid physical postal address and an opt-out honored within 10 business days. The TCPA, at 47 USC 227, governs calls and texts; most of the FCC's revised consent rules took effect on 11 April 2025, and the remaining revoke-all requirement, which treats a revocation sent in reply to one type of message as applying to all future robocalls and robotexts from that caller, is now set for 31 January 2027. State privacy: twenty state comprehensive privacy laws were in force during 2026, with Indiana, Kentucky and Rhode Island joining on 1 January 2026, and four more were enacted during 2026, taking the enacted total to 24. Louisiana and Oklahoma take effect on 1 January 2027, Alabama on 1 May 2027 and Vermont on 1 January 2028, and all four exclude personal data processed in employment and business-to-business contexts, as nearly every state law outside California does. California remains the exception: the CCPA's B2B and employee exemptions expired on 1 January 2023, so a California resident's work email, direct dial and job title carry the same notice, opt-out and deletion rights as consumer data, registered data brokers must process deletion requests from the state's DROP platform at least every 45 days from 1 August 2026, and new CCPA regulations on automated decision-making technology, risk assessments and cybersecurity audits applied from 1 January 2026. State telemarketing: the mini-TCPA statutes bite hardest on calls and SMS. Florida's Telephone Solicitation Act requires prior express written consent for unsolicited sales calls and texts made with an automated system, and since the amendment signed on 25 May 2023 a recipient must reply STOP and wait 15 days before suing. Oklahoma's Telephone Solicitation Act of 2022, in force since 1 November 2022, carries a private right of action for the greater of actual damages or $500, trebled for willful violations. Texas SB 140, effective 1 September 2025, pulled text and image messages into the state's telephone solicitation rules. Pending: the CLARITY Act and a long queue of state bills are not yet law and should be tracked rather than planned around. None of this is legal advice; have counsel review any US sequence that includes calls or SMS, and any list built on purchased California data.

Buyer notes

US B2B buyers now start in an AI assistant and finish with a human. Forrester's The State Of Business Buying, 2026, built on a Buyers' Journey Survey of nearly 18,000 global business buyers, reports that 94% of business buyers use AI during the buying process, that twice as many name generative AI or conversational search as a more meaningful information source than name any other source, ahead of vendor websites, product experts and sales, and that a typical decision now involves 13 internal stakeholders and nine external influencers. Gartner found in May 2026 that 69% of B2B buyers turn to sales reps to validate AI-generated insights, so the assistant sets the shortlist and the rep confirms it. TrustRadius's 2026 B2B Buying Disconnect, from 1,862 technology buyers surveyed in January 2026, found 63% used AI during the purchase, 94% of those fact-check what it tells them at least sometimes, 74% use reviews, and analyst report usage has fallen to 13%. 6sense's 2025 Buyer Experience Report, from more than 4,000 buyers, found 94% of buying groups had ranked preferred vendors before first contact and bought from that early favorite 77% of the time. Act on it this way. First, be describable: assistants can only cite what is written plainly and publicly, so the claims, commercial model, integrations, security posture and named customers have to sit on indexable pages, review platforms and partner directories, not inside gated PDFs. Second, publish the proof the buyer uses to check the machine, because Forrester found more than 60% of buyers purchase some form of trial, from limited pilots to paid sandboxes, which makes a trial path a demand generation asset rather than only a sales motion. Third, write for the committee, not the champion: separate material for finance, security, legal and the operating team shortens the internal business case. Fourth, treat category presence as continuous rather than campaign-shaped, because the shortlist is usually set before anyone fills in a form. On coverage, the metros listed above carry most US B2B technology demand, and the obvious gaps in that list are Phoenix, Salt Lake City and Minneapolis, each of which holds enough enterprise buying to deserve its own account map.

General information, not legal advice. Sources are listed at the foot of this page.

Proof

Relevant work.

90 to 95%

of results from inbound

AI contract lifecycle management on ServiceNow. Category content and search took qualified meetings from single digits to tens a month.

Read story

Multi-million

dollar pipeline from migration-led ABM

A US Salesforce partner. ABM and webinars built around Veeva to Life Sciences Cloud and CPQ to Revenue Cloud, plus a network of large SI partners.

Read story

Account-based marketing in United States. Common questions.

Still unsure? Ask us directly.

How is ABM different from demand generation?

Demand generation works a category: it captures and creates interest across a broad audience and measures leads. ABM starts from a finite list of named accounts and measures coverage and pipeline inside that list. The two share channels and often share content, but the targeting, the creative and the reporting differ. In the United States the difference is sharpest at the top of the list, where partner co-sell and marketplace transactions decide the deal rather than a form.

How do you measure ABM when there is no form fill?

We measure at account level. Coverage asks how many of the 13 internal stakeholders and nine external influencers in a typical decision have engaged. Then engagement depth by role, meetings created, partner sourced and partner influenced pipeline, marketplace private offers registered, and closed revenue. Because 94% of buying groups rank preferred vendors before first contact, we also track whether target accounts describe you correctly when asked, which is the earliest reliable signal.

Why does the partner and marketplace motion matter for ABM?

Because that is where large enterprise software spend now lands. Omdia forecasts marketplace sales across AWS, Microsoft and Google Cloud rising from $30 billion in 2024 to $163 billion by 2030, and Microsoft cites that research for the estimate that 60% of its marketplace cloud business will be channel led by 2030. For a customer with an Azure consumption commitment, a co-sell eligible purchase counts against that commitment, which changes the internal business case.

Does ABM outbound follow the same rules as cold outbound?

Yes. CAN-SPAM has no business to business exemption and requires accurate headers, a valid physical postal address and an opt-out honored within 10 business days. Calls and texts fall under the TCPA at 47 USC 227, and several states layer their own telephone solicitation rules on top. California is the exception on privacy: the CCPA business to business exemption expired on 1 January 2023, so a work email, direct dial and job title carry consumer rights. This is not legal advice.

How many accounts should be on the list?

It depends on deal size and the size of your team, but the list has to be small enough that every tier one account gets real research. We usually run a tier one set that a single team can name from memory, a larger tier two handled programmatically by industry, and a tier three watch list. The list is reviewed quarterly against partner overlap, event attendance and observed buying signals.

Why does AI search matter to an account based program?

Forrester reports 94% of business buyers use AI during the buying process, and twice as many name generative AI or conversational search as a more meaningful source than name any other. Gartner found 69% turn to sales reps to validate what the assistant told them. Assistants can only cite what is written plainly and publicly, so claims, integrations, security posture and named customers belong on indexable pages, not in gated PDFs.

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Sources for local facts (63)