Account-Based Marketing Playbook · 2026

Region & industry campaigns, orchestrated end to end across Propensity.

How Confience builds tiered account lists, assembles buying circles, runs programmatic display, and routes engaged accounts into pipeline — with personalized, industry-specific landing pages doing the converting.

3 regions7 industries4 buyer personasProgrammatic display–ledApollo → HubSpot → Propensity

North America · LATAM · EMEA (DACH)Regions in market

Awareness → Engagement → Sales ActivationCampaign arc

Engaged Accounts · Net-New Pipeline · MQAsHow we measure success

Executive Summary

What we’re running, and why it works

Confience sells laboratory intelligence (myLIMS) into highly specialized labs. Our buyers are small, technical committees inside specific industries — so we don’t run broad demand-gen. We run tightly-targeted ABM: a curated set of in-market accounts, surrounded by their real buying circle, warmed with industry-specific advertising, and converted on landing pages that speak to that exact account.

3 × 7

Region × industry campaign combinations, each with its own audience, creative, and landing experience.

Display-led

Propensity Display Network is our primary awareness channel; LinkedIn & Meta run as custom-audience supplements.

Account warmth

Campaign engagement is our proxy for intent — it surfaces Marketing Qualified Accounts for sales handoff.

The thesis: in a market this niche, relevance beats reach. The same play wins everywhere — get the account list right, build the buying circle, point industry-specific ads at a matching personalized page — and we localize it by region and vertical rather than reinventing it.

The Operating Model

One repeatable play, localized 21 ways

Every campaign is the same six-stage motion. What changes by cell in the matrix is the account list, the creative/messaging angle, and the landing page — never the underlying mechanics.

Industry vertical	North America	LATAM	EMEA (DACH)
Food & Beverage e.g., Coca-Cola	Live	Live	Live
Water & Wastewater e.g., Pima County	Live	Live	Live
Chemical e.g., Dow	Live	Live	Live
Manufacturing e.g., General Motors	Live	Live	Live
Mining e.g., U.S. Steel	Live	Live	Live
Environmental e.g., U.S. EPA	Live	Live	Live
Agriculture & Farming e.g., State of South Carolina	Live	Live	Live
General / Multi-vertical fallback experience	Live	Live	Live

Status labels are illustrative of the rollout structure. The four personas targeted in every cell: Lab Manager, Quality Control Analyst, Head of IT, and CXO.

Stages 1–3 · Building the Audience

From raw market to a Propensity-ready buying circle

Audience quality is the single biggest driver of ABM performance. We build it through a deliberate Apollo ↔ HubSpot loop, then expose it inside Propensity.

Apollo

Source & enrich target accounts to ICP

→

Internal

Validate & tier accounts

→

HubSpot

Import, segment by industry, export CSV

→

Apollo

Re-import to source contacts by persona

→

HubSpot

Re-import as contact segments

→

Propensity

Discover as Audiences & build Buying Circle

1Target account list

Build the account universe in Apollo against the Confience ICP, then put every account through internal validation (real lab footprint, compliance environment, fit). Enriched, validated accounts are tiered and imported into HubSpot.

Firmographics: industry, revenue band, region, lab presence
Tiering drives spend & sales priority (Tier 1 / 2 / 3)
Segment the account list by industry, export each as CSV

2Contact sourcing

The industry CSVs are re-imported into Apollo to source the right people inside each account — our four buying-committee personas with relevant job titles.

Lab Manager — operational owner
Quality Control Analyst — daily user
Head of IT — integration & security gatekeeper
CXO — economic buyer

Export the persona lists and re-import into HubSpot as distinct contact segments.

3Audiences & buying circle

Because the HubSpot segments are synced, they’re discoverable in Propensity under Audiences. We use those lists to create the campaign Audience and connect the Buying Circle — grouping the personas within each account so messaging can be tailored per role.

One Audience per industry (× region)
Buying Circle = the personas inside each account
Layer intent topics & competitor tracking on top

Why the double Apollo loop matters: validating accounts before sourcing contacts keeps the contact spend focused on accounts we actually want — and keeps the Propensity audiences small, clean, and high-intent rather than broad and noisy.

Inside Propensity

Setting up the campaign in the platform

With audiences synced, the build inside Propensity is fast. This is the click-path leadership can expect the team to follow for each region/industry campaign.

AAudience Builder

Open Audience Builder and either select the synced HubSpot segment or use New Account List. Refine with firmographics, industry keywords (and exclusions), and add intent topics + competitors so Propensity stack-ranks accounts by intent signal.

BBuying Circle

Under the Audience tab, open Buying Circle and build a circle from the four personas. This lets us run role-specific creative — the QC Analyst and the CXO see different messages, same account.

CPlaybook & channels

Create the Playbook (we use the Industry-Specific play). Select channels — Propensity Display Network as primary — set pace, and generate channel copy. At least one ad per buying circle, multiple creative variations.

DSequential messaging

Order the creative so accounts move through an awareness → consideration narrative across the 4–6 week warm-up, all pointing to the matching industry landing page.

Audience-size reality: our circles are deliberately small. Propensity Display targets them efficiently, but native LinkedIn / Meta buys are not feasible at this size — so for social we upload the contact lists as custom audiences and layer industry targeting on top, rather than running them natively through Propensity.

Stage 4 · Channel Orchestration

Programmatic display, doing the awareness work

Display is the engine. The job at this stage is to get the right account warm — surrounding the buying circle with industry-relevant creative and driving every click to a landing page that mirrors the ad.

Primary — Propensity Display Network

Account-targeted programmatic banners and video across the buying circle. Awareness objective, sequential creative, industry-specific messaging and imagery.

Supplement — LinkedIn & Meta

Run via custom audience upload (lists exported from HubSpot), refined with job title / seniority / industry. Used to add frequency on key accounts, not as a standalone channel.

Creative principle — ad ↔ page match

Each industry ad points to its own landing page. The promise in the banner is the headline on the page. No generic “homepage” hand-offs.

Leadership lens: display isn’t measured on clicks here — it’s measured on which accounts engaged. Reach and frequency exist to manufacture account warmth we can act on, not to chase CTR.

The Creative · Ad Variations by Industry

The ABM ad library — switch by region, cluster by industry

Every campaign ships as a complete creative set per vertical, built on one template — an industry photo, the line “The LIMS Built for [Industry] Labs,” and a Schedule a Demo CTA — so each ad matches the personalized landing page it points to. Use the tabs to switch regions; within each, creative is grouped by industry and clustered by format/size (five IAB programmatic display banners plus paid-social formats — square, portrait, story, and a four-frame carousel).

Coverage note: dedicated creative runs for six verticals per region. Environmental and Agriculture & Farming use the Generic set with their own personalized landing pages. Regional sets are localized — German (EMEA/DACH), Spanish (LATAM), and Portuguese (Brazil).

Food & Beverage

12 variations

Programmatic Display

Paid Social

Water & Wastewater

8 variations

Programmatic Display

Paid Social

Chemical

12 variations

Programmatic Display

Paid Social

Manufacturing

12 variations

Programmatic Display

Paid Social

Mining

12 variations

Programmatic Display

Paid Social

Generic

12 variations

Programmatic Display

Paid Social