Services / ABM & demand generation
ABM & demand generation for B2B SaaS
Make demand generation a commercial system.
ABM and demand generation is the work of connecting the accounts you want to win with relevant messaging, coordinated campaigns and clear sales follow-up. For B2B tech and SaaS teams, it turns marketing activity into qualified pipeline that sales can act on and leadership can measure.
Is this you?
01 / Recognise this?
Leads, but not the right ones.
Volume looks healthy on the dashboard, yet sales says the leads are not ready and pipeline does not grow with the spend.
Do you know what creates qualified demand?
02 / Recognise this?
Campaigns run in silos.
Outbound, content and ads each have their own plan. Target accounts see disconnected messages, if they see anything at all.
Can you name the accounts every channel is working on?
03 / Recognise this?
No line from spend to pipeline.
The link between your budget, your target accounts and revenue is hard to see, so every budget discussion starts from opinion.
Which activity created last quarter's best opportunities?
What you get
- ↗ Target account selection and tiering, based on your best-fit customer
- ↗ Messaging and plays per tier, built around the problems those accounts recognise
- ↗ Coordinated outbound, content and ads per tier, instead of separate channel plans
- ↗ One shared definition of a qualified lead, and a clear sales follow-up
- ↗ Pipeline measurement and attribution, so you can see what works
- ↗ Set up in your existing stack: most often HubSpot or Salesforce, LinkedIn Ads and Sales Navigator, and an ABM platform where it adds value
Engagement model
8 to 12 weeks · first plays live around week 6
Project
Project fee, scoped after the first call. Ongoing optimisation can continue as a monthly retainer. What I need from you: a sales leader involved in account selection, access to your CRM and marketing automation, a media budget for paid plays, and one internal owner.
How it works
Select
Choose and tier the target accounts with sales, using your best-fit customer definition.
Weeks 1–2
Build
Write the messaging and plays per tier and set up the channels, CRM and tracking to support them.
Weeks 3–5
Launch
Run coordinated outbound, content and ads, with an agreed sales follow-up for every engaged account.
From week 6
Measure
Track pipeline by tier and play. Keep what creates qualified demand and stop what does not.
Ongoing
What an ABM and demand generation build-out covers
The build-out connects four things that often live in separate teams: the accounts you want to win, what you say to them, the channels you use and what sales does when an account engages. It starts with target account selection and tiering, based on your best-fit customer. Each tier gets messaging and plays built around the problems those accounts recognise.
Outbound, content and ads then work from the same account list and the same story, instead of from separate channel plans. Sales knows which accounts are warming up and what to do next.
Measured on pipeline, not activity
Demand generation becomes a commercial system when you can see what it produces. The build-out includes one shared definition of a qualified lead, pipeline measurement by tier and play, and attribution that leadership trusts. That makes budget decisions a matter of evidence, not opinion.
When it fits
It fits when you need better-quality pipeline, not more disconnected activity: when lead volume is there but conversion is not, when channels run in silos, or when nobody can show which activity creates qualified opportunities. If your ICP or positioning is still unclear, a GTM strategy sprint is usually the better first step.
Related proof
Reporting software company
+520% pipeline attribution
Separate from the business's 200%+ revenue growth.
Outcomes from Jeroen's in-house career, achieved as part of wider teams. Not Ederveen consulting engagements.
Frequently asked questions
What is the difference between ABM and demand generation?
Demand generation creates interest across your market. ABM focuses that effort on a defined list of target accounts, with messaging and plays per tier. Most B2B SaaS teams need both, connected to the same pipeline goals.
How is an ABM build-out priced?
Project fee, scoped after the first call. Ongoing optimisation can continue as a monthly retainer.
How long does it take?
A typical build-out takes 8 to 12 weeks, with the first plays live around week 6.
Which tools do you work with?
I work with your existing stack where possible, most often HubSpot or Salesforce for CRM and marketing automation, LinkedIn Ads and Sales Navigator for targeting and outbound, and ABM platforms such as 6sense, Demandbase or RollWorks where they add value.
How is this different from hiring an agency?
An agency usually runs one channel or delivers campaigns. This work connects target accounts, messaging, channels and sales follow-up into one system, and measures it on qualified pipeline rather than activity.
What do you need from us?
A sales leader involved in account selection, access to your CRM and marketing automation, a media budget for paid plays, and one internal owner.
Often combined with
GTM strategy sprints
Set the ICP and positioning first, so the account list and messaging rest on a clear direction.
AI-native revenue operations
Automate the handoffs and reporting so the engine runs without manual work.
Less friction. More forward.
Your next stage of growth starts with a conversation.
30 minutes. Your growth challenge. A direct conversation with Jeroen.
