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30th August 2022

How to target the right audience part 1: a four step process to cracking the account centric demand gen code

Part 1: Cracking the account centric demand gen code – a 4-step process

Given our market focus is on delivering global, account-based marketing solutions for some of the world’s largest and most innovative B2B brands, our customers expect us to be able to build demand generation programs that intelligently identify and target likely buyers for their (often considered purchase) products and solutions.  So far, so good.  But if finding ‘likely buyers’ was straightforward, then there would be no need for the multi-billion dollar market dedicated to marketing technology, customer profiling and data interrogation.

In B2B marketing, there are typically two types of audience to target:

(i)  A defined set of accounts that broadly fulfil the criteria required to be classed as a potential buyer

(ii)  A certain type of economic buyer, or particular job title, that could exist in a significant number of accounts

Each ‘ask’ requires a different approach and in the next two blogs, I’m going to explain how to be successful for each of them.  For this, initial blogpost, I’m going to focus on defining a list of target accounts.  But before we get into describing HOW to pick the right set of accounts, let’s begin by looking at WHY it’s so important to get this right.

As discussed, finding likely buyers is far from straightforward.  Indeed, account list selection is very, very easy to get wrong.  And the problem is, when you get it wrong, it’s extremely difficult to rectify further down the line.  Once campaigns have been activated, if the results don’t come back as expected, there are so many variables to consider in the analysis around those unexpected results, that it becomes a highly complex, near impossible task to find sufficient evidence to point at the account list being the cause.  And, in addition to the complexity, is the time and budget already invested in the campaign which will have been wasted. If you get poor results because you targeted the wrong accounts, this will only become evident when sales have already worked the leads, by which time the programme will likely have finished and the investment fruitless.

So that’s the bad news!  The good news is that there are tools and data available to ensure you focus your time and money on the right audience.  Here is our four step process to selecting, identifying and prioritizing your target account list:

Step 1: Account selection:

Look at the information you have in-house already

Begin by analysing the data you have on existing customers and prospects you’re targeting.  This does not need to be scientific, but can be anecdotal evidence too.  Talk to your Sales and account  teams to get their views and, ultimately, try to turn this information into something that is analysable and searchable. Developing or referencing an Ideal Customer Profile (ICP) can be helpful for categorising current customers by size, sector, pain point, and identifying commonalities

Create a list of ‘good’ accounts

Establish what you think ‘good’ looks like.  Once you’ve looked at the information you have available, analyse the profile of your best performing accounts as you begin to build your account list. What are the common features of these accounts? It’s a good idea to have these existing accounts as a benchmark to refer back to. Also consider any significant blockers to progress within existing accounts and whether there are correlations with identifiable characteristics of accounts that could be used as exclusions when building your target account list.

Step 2: Account Identification

This initial list of benchmark accounts can now be extended by cross referencing key characteristics of these accounts with firmographic data, looking for commonalities.  These may include:

  • Size: does the account meet the target size criteria?
  • Geos – does the account’s geographical presence meet requirements?
  • Industry – is the account in an industry that we consider to be suitable for this programme?
  • Personas – can we identify relevant stakeholders that could be reached within this account? (more about this in next week’s blog)

Step 3: Account Prioritization:

Adding these accounts to the list of benchmark accounts means you now likely have a significant list of target accounts.  But this list now needs to be honed using further data sources, such as intent data, in order to create a final – yet dynamic – target account list.

Understanding which accounts are demonstrating interest in the subject matter you are dealing with will be useful when looking at the potential value in them as clients and whether they should be included in your campaign. Similarly, data which reveals which accounts are already working with direct competitors or industry partners (which partners, and to what extent?) is valuable.

Once you have your dynamic list of accounts, it’s important to weight the data available in order to prioritize your accounts.  For example, you might have an account that only just meets the numeric criteria, such as company size or revenue, and therefore returns a low score for this category, but is equally showing incredible indicators that it’s the right type of customer in terms of intent. In this instance, your scoring model should elevate this account above one that scores highly on company size and revenue, but is showing no suggestion that it might be right for you at that time.

Step 4: Testing the account list

Before launching full-scale activation of your strategy, carry out an experiment with a small proportion of your budget to assess whether you’re likely to get the results you’re looking for from these accounts. This could involve using multiple channels and tactics to measure general reach and engagement across your target account list. Use this data to identify hard-to-reach accounts and refine your approach to either exclude these accounts to focus on easier-to-reach accounts, or potentially employ different channels to reach them with your messaging.

Once you have your dynamic list of accounts, you can activate campaigns to measure engagement and impact on a continuous loop.  Which accounts or vertical sectors didn’t respond?  Was the messaging or channel used the right one?  Or was it simply due to these accounts using another solution that they’re happy with? If so, move those accounts out and move other accounts in. As the name dynamic suggests, it’s not a static model and can be assessed and optimized on a regular basis.

Demand generation is the antidote to silos between sales and marketing, but this begins with the intelligent identification and selection of likely buyers of your solution. For further information about how to do this, contact us at

30th August 2022

Account-centric Demand Gen report: How to realistically manage your marketing expectations

If you need to build confidence, combining quick wins with long-term strategy is often the best way to ensure marketing success.

In a world changed by Covid we’ve noticed that one increasing challenge facing marketers is the growing expectation from their business to demonstrate more directly attributable value. With everything moving online, many marketers understandably feel the need to increase the volume and complexity – to be seen to be doing more – but this obsession with activity isn’t always helpful. It likely doesn’t add long-term value, often introduces confusion and asks too much of prospects. Moreover, it doesn’t mean that increased output will automatically equal increased value.

Here is what some of the people we asked – both practitioners of ABM and demand gen – had to say about the problems they faced when it came to their marketing efforts:

  • “We’ve just started doing ABM. We can see how it’s working, but we’re still at the beginning. In future, we’ll need to align more closely with sales.”
  • “I’m nervous about the fact that we haven’t been able to get a lot of numbers on the page this year from marketing.
  • ‘We have a lot more demand than we know what to do with’
  • “Sometimes we generate a lot of leads, but no opportunities come from them.”
  • “Sales tend to like merchandise marketing, whereas I’m focussed on digital marketing. Our expectations are very different”.

With that in mind we took these concerns into consideration, and actioned them into 3 main solutions to follow when looking to improve your marketing efforts.

1.Talk to your stakeholders and reframe what success looks like

In this newly shifting landscape, marketers often are trying to run before they can walk. This is something only made worse when success in the eyes of stakeholders is based around volume metrics. Yet panic spending on initiatives that don’t work is not only a waste of time and money, but proves to be a scattershot, less focused approach which won’t help marketers gain traction or impact in the long-term.

Instead, to overcome this need to prove worth and show what you’re doing is successful, move the goalposts and reframe what you’re doing. Ask questions. Where does this ideal number of leads come from? Why do stakeholders expect it? Encourage your stakeholders to take stock, and consider why these numbers are used, and to think smarter about generating leads.

2. Value over volume

Since you’ve questioned ‘why’ you’re measuring your marketing activities, now is the time to scrutinise ‘what’ you’re doing. We’ve talked about quality over quantity before with lead generation strategy, and the same logic applies here. With many B2B marketers fighting to be heard in an increasingly crowded, noisy digital landscape, don’t add to the volume with activity that is simply pushed out for the sake of having something to show. New tactics may also need new KPIs.

Instead, look at the value of what you’re doing. Does it provide a solution to your audience’s challenges? Add a unique twist to a common topic? The number of leads might well be lower, but the pay-off with higher engagement rates is worth it in the long-term, and better for boosting brand awareness that will benefit your marketing efforts.

3. Best of both: quick wins and long term strategy

We all know that enacting sudden radical change with a snap of our fingers cannot happen when it comes to your marketing strategy and expectations. A blended, sensitive approach to reframing your success is best, one that brings in your sales and business stakeholders along for the journey.

Combine quick wins – such as ad impressions, clicks, email opens and form fills – with activities that move the needle, particularly engagement with influencers, and decision makers at accounts that matter to you. Doing this not only builds engagement with your audience, but also satisfies sales, and doesn’t prevent you from delivering on more long-term strategic outcomes over time.

Keep on reading…

Interested to see how else we can help B2B marketers improve their practices? Download the full Account-centric Demand Generation report to learn more about how this account-centric approach can help you find solutions to some more tough marketing challenges, such as:

  • Matching the right ABM approach to suit your business
    Measuring your marketing programs correctly
    Maximizing the progression and conversion rates of your content
30th August 2022

Why do ABM and Demand Gen continue to be growth areas for B2B marketing?

Late last year we published “Account-centric Demand Gen: the Cross Discipline Opportunity” The inspiration for researching and writing that report was the growing number of conversations with prospects and new customers about both Demand Generation and Account Based Marketing and more specifically, how we employ the tactics commonly associated with both disciplines in campaigns.

To understand why ABM and Demand Gen continue to be growth areas for B2B marketing, it’s useful to consider that being successful in modern B2B marketing starts with two simple points: 1. having something interesting to say and 2. identifying and having the permission to speak to an audience that will be interested. Simple, right?

Triggering interest in your target audience, delivering a value exchange and starting a conversation sets you on the path to a commercially successful engagement. True ABM offers the ultimate in audience identification, understanding and need mapping. Data-led identification of target accounts should always result in better ROI, while deep account and audience insights can be used to identify interest and need, and therefore content that will better meet audience expectations. Demand tactics can reach that audience, put the right content in front of it and gain consent to market.

While scaling up can impact the ultimate accuracy of your data, many of the benefits associated with ABM planning and Demand tactics remain. Consider for a moment the downsides of ignoring either of these tools. All too often we find prospects talking to us about the need to generate thousands of leads without a clear understanding of what will engage potential leads or a view of the value of that engagement. Even if you gain marketing opt-ins from a campaign, with poorly targeted content you miss the opportunity to add value to a lead’s journey and risk creating a negative brand impression. Similarly, we see well researched and planned ABM programs that are the executional equivalent of shouting in the street. Without a clearly identified (and ideally opted in) audience, the brand’s ability to engage, influence and, ultimately, convert will always be limited.

While there are very few truly new approaches to B2B marketing, the intelligent combining of ABM and Demand Generation is without doubt a winning one.

If you want to find out more, please get in contact at

12th July 2022

Announcing the acquisition of IT Telemarketing Services (ITTS)

For those who follow Agent3 closely, you will be aware that, as a leading global provider of end-to-end ABM solutions, we’re always looking for ways to innovate and improve the solutions we offer our customers.  In early 2020, for example, we acquired the hugely talented team from The Craft to boost our capabilities around strategic positioning and, late last year, oneninefive came on board to supercharge our demand generation solutions. We continue to review customer needs, market trends and opportunities to build upon our ability to reach very specific audiences, drive engagement and deliver commercial impact.

In recent times we’ve been fixated on how we support customers with what we’ve been referring to as ‘the final mile of an ABM programme’. As customers increasingly look to be able to point to direct commercial outcomes from their programmes, the need for direct engagement with decision makers at target accounts has become more and more important. One of the most obvious ways of achieving this is through speaking with individuals on the phone to understand more about their needs and interests or even go a step further and qualify and book appointments on behalf of sales teams. With that in mind, we’re excited to let you know that Agent3 has acquired IT Telemarketing Services (ITTS), a technology sector focused B2B tele-marketing agency, offering high quality phone based lead generation, research and appointment setting services, focused on outcomes.

ITTS, under founder and Managing Director, Mike Kendal, has built a strong reputation particularly around the delivery of more complex client propositions  providing  high quality outcomes, and we’re looking forward to integrating its services into the programmes we run for our customers.  We’re very confident that the ITTS team will quickly add value to Agent3 and its customers for a couple of reasons.  Firstly, because oneninefive has already been working with ITTS in recent months, having selected the firm as a preferred supplier and has found them to be head and shoulders above the competition in terms of sophistication of call centre delivery and results.  But secondly – and perhaps most importantly when businesses come together – we’ve seen a really strong cultural fit with the teams working very closely together to deliver value, quickly, for customers.  In time we will integrate ITTS into the oneninefive brand, allowing us to offer demand capabilities at all points in the funnel in-house for our customers by utilising the traditional strengths of oneninefive in digital engagement with ITTS’ well established phone contact capabilities.  We also see huge potential in scaling this offer internationally, particularly in the US, at the earliest opportunity.

Additionally, we were attracted to joining forces with ITTS because of the team’s renowned expertise in engaging with the c-suite by telephone to gather insights and validate existing desk research.  This calling activity, with such a level of professionalism in senior level engagement, brings real value to ITTS’ clients as they look, ultimately, to pass that value on to their customers.  We look forward to augmenting our existing suite of Insights products with this expertise in direct audience engagement.

So, today is another significant milestone in Agent3’s development and I am truly delighted to welcome ITTS into the ‘family’.  From today, we now have full service demand and lead generation solutions across the entire buying funnel and the potential for further dynamic growth on a global basis, is, as a consequence, significant.  We can’t wait to get going!

Watch the video here to hear more about the announcement from Jordan Adams, CEO, oneninefive and Mike Kendal, MD, ITTS.


15th February 2022

Amanda Bendrey announced as first US General Manager for oneninefive

In our quest to grow as a business, with an account-centric approach to demand generation, one of the reasons we combined forces with Agent3 was to help fuel our drive to grow internationally; working together to expand the North American market, and supercharging oneninefive and our demand generation offer even further.

But that was only the first huge step on what is already an exciting journey and, key to the success of that journey, is to identify the right people to grow the business. That’s why, today,  I am thrilled to announce that Amanda Bendrey is joining oneninefive as its first US General Manager.

Amanda brings invaluable experience to the role from both a demand generation perspective, but also in identifying a growth strategy for North America, having previously grown the ABM capability for Agent3 in that region from a team of just 4 or 5 members to the team of 60 we have today.

I get a huge buzz from providing great career opportunities for our people; meet Amanda in this Q&A discussion and find out why her appointment was a great fit from both our perspectives.

– Jordan Adams, CEO, oneninefive

12th October 2021

The People of oneninefive: Malinda Griffin


The People of 195 is a content series that showcases the interesting, creative and all-round cool people that make up oneninefive.

Let’s get to know Malinda..

What’s your name? Malinda Griffin

When did you join ONF? July, 2021

What’s one thing that surprised you about working at ONF? How fun, diverse and curious my colleagues are. I am learning so much.

What led you to this industry? A passion for evidence-based problem solving. One of the best things about running a People function is the application of learnings across industries and sectors. I’m a huge fan of analogies and while each business and its people are unique, there are some incredible parallels. I bring to demand gen experience of diverse people challenges from the worlds of documentary film, museums, luxury travel, international charities, and big tech.

What’s your hobby or passion project outside of work? I am the shortest but most enthusiastic member of a local London basketball team. I volunteer at Soho’s only remaining state school and am passionate about engaging kids of all backgrounds in science, math and taking care of personal finance. I geek out on anything related to the future of work- from tech to identity & meaning to how jobs are changing for humans. I also help raise a small human, which is definitely a passion project outside of work.


What’s your favorite way to unwind after a busy day? Basketball (playing), Spurs match (watching/weeping), or behavioural economics podcast (listening/sipping a deep, bold red).

What did you want to be when you were younger? A baker, diplomat and flying superhero.
All at once, apparently.

How are you finding the work from anywhere lifestyle? Splendid and frustrating all in one breath. I love the flexibility and freedom of work from anywhere but miss the spontaneous buzz of others in one room, sometimes. Bring on proper hybrid working!

What trend do you hope makes a comeback? Reading printed paper books.

What’s a trip that changed you, and why? Each and every one. I’ve lived and worked in 6 countries and counting, so my current stable life in central London is actually the trip of a lifetime.


Quick Fire Q’s

What are you watching on Netflix right now? Squid Game. I have to look away (a lot) but I’m transfixed. Game theory, Stanford prison experiment, every war that’s ever been and a twisted take on the Hunger Games? Somebody stop me.


What’s one song that you’re embarrassed to admit you like? One Shot by Eminem. It’s the only song I can run to.

What’s one song that isn’t played enough? Feeling Good by Nina Simone.

Sand or Snow? Which would you prefer to holiday? Snow. I’m a Canadian Rockies girl at heart.


One meal for the rest of your life, what would it be? Truffle mash. Are you seriously going to suggest that’s not a meal?!

How do you like your eggs? Over easy.

21st September 2021

oneninefive Welcomes Head of People and Culture, Malinda Griffin

oneninefive are thrilled to announce that Malinda Griffin, an experienced HR senior leader, has joined as Head of People and Culture. In the newly created position, Malinda becomes our first Head of People and Culture and will be responsible for leading the people strategy and HR function to continue to build on oneninefive’s strong people-orientated culture.

Following two years of exponential growth at oneninefive, introducing a people and culture department was the natural next step. Our people are our biggest asset and as oneninefive continues to grow its essential people and culture are kept central to all that we do. Reporting directly to the CEO, Jordan Adams, Malinda’s role will focus on a wide scope of diversity, equity, and inclusion initiatives.

With 15 years of experience in learning and development in start-ups and SMEs, Malinda has a successful track record of driving change and scaling culture. As the company continues to grow, Malinda’s talent development and growth mindset will be key in taking oneninefive to the next level.



Malinda Griffin, Head of People and Culture, states: 

“Throughout my consulting career in Organisational Development, I’ve been drawn to leaders who put their people first when building ambitious growth plans. Jordan’s enthusiasm for mentoring, coaching and developing people is unparalleled and contagious. It’s felt by our staff, our partners and our clients as oneninefive forges ahead on a mission to make work fun again for sales and marketing teams in big tech and beyond. The future of work is upon us and with the last 19 months testing traditional boundaries of how, where and why we do business, ONF is busier than ever helping clients reach their potential at speed. Jordan’s buzzing hive of curious, passionate problem-solvers is a pleasure to join as we scale strategically. My role will help ensure our unique culture stays a feature not a bug as we expand our global footprint in Marketing Technology. I’m thrilled to bring cross-sector experience in scaling start-up culture and people strategy to oneninefive at this exciting time.



 Jordan Adams, CEO, states: 

We’re delighted that Malinda is joining us as our first Head of People and Culture. This is a significant appointment for oneninefive and at such a sensitive moment with the current backdrop is hopefully is a clear indication of how important we regard our workplace culture and values.

On a personal note, I’m excited to work alongside Malinda’s as we look to expand the company DNA of ‘people first’, across a global business that’s growing exponentially. We believe that ensuring the business continues to attract the best talent whilst offering an inspiring, engaging working experience & environment, will only be reflected in the better service, products and relationships we hold with our current & future clients.

Malinda brings a wealth of talent, energy and passion around the development of people. Her presence will be a big asset to our success factor in the coming year.

3rd September 2021

oneninefive Expands Operation Team to Drive Quality During Company Growth

oneninefive are delighted to announce the arrival of our first Digital Campaign Executive, Madison Cooper. Madison will be supporting the ever-growing operational team to ensure the smooth running of all our campaigns, mastering all things behind the scenes of oneninefive.

This role will work in championing the operations team, reporting directly into our VP of Client Success and Campaign Management, Rina Patel. Madison will be key in expanding as we look to further develop our outreach content and enhance campaign delivery capability. The role will encompass oneninefive’s passion for content quality and exceptional service.

Madison joins oneninefive as her first job in the industry with a great deal of experience in providing impeccable service to clients.



Madison, Operations Assistant, states: 

“I am thrilled to be working at oneninefive! This is my first job in the industry, and I can’t wait to learn everything and become part of the team.



Rina, VP Client Success and Campaign Management, states: 

“Whilst we continue to grow our oneninefive service and operations team, it gives us great pleasure to have Madison join our oneninefive Team as our newest Digital Campaign Executive. Madison comes with great experience in providing impeccable service to clients along with high enthusiasm for the industry and a keen eye for detail. As we continue to strengthen our service and operations delivery to our clients, we are delighted to welcome Madison to work with us to continue to deliver exceptional service.

27th July 2021

What Can We Learn in B2B From B2C

Traditionally there has been a clear distinction between B2B (business to business) and B2C (Business to consumer) audiences, whether working in sales, marketing, or any other industry. In saying that, are they closer than we think? There are facets of both that have similar qualities, yet they are treated very differently.

The demand generation sector is traditionally B2B. However, after I moved from a mixed B2B and B2C sector to working at oneninefive, I realised I’d never truly worked in B2B in this unique way before. Understandably, the most consistent aspect between B2B and B2C is that we are all obsessed with targeting specific individuals. In B2B everyone wants to understand the psychology and mindset of this individual in order to target and sell to their business. Hence personalisation of content should be at the forefront of everything we do, no matter the industry, in turn making it unique to the individual. Understanding what the individual is thinking, how they’re behaving, their competitors and any other factors that may influence their decision-making process is important. So, is B2B all that different to B2C?

Think of it this way. We’re selling directly to a person within a business, in the same way we would B2C. So, why do we as marketers treat B2B and B2C so differently?

Content is usually the focal point of many B2C marketing strategies, to drive interest, awareness, and trust around products and brands, which improves conversion rates and customer loyalty. 58% of marketers in 2018 reported content marketing creation was their top priority (CMI). This has now risen to 94% as marketers are investing in content marketing and 68% plan on increasing their budget for 2021 (The state of content marketing 2020 by SEMrush). When we think of content we usually think of B2C but it’s important to remember content in B2B. Remember, behind every business is a person.

The importance of content marketing and specialist targeting has only increased during the pandemic, highlighting the importance of being able to convey a message to an individual without being directly in front of them – a particularly exciting and important time for the marketers in the world!

B2C marketing campaigns are seen as much more fun, exciting, yet there is no reason that B2B cannot be the same.

  • We can still be customer centric
  • Use the power of social media
  • Tell the story of our brand

We as B2B marketers should look at deploying some of the same principles as B2C, this is exactly why here at oneninefive we don’t want to look like a narrow minded B2B demand generation business.



8th June 2021

The People of oneninefive: Georgina Espinosa



The People of ONF is a content series that showcases the interesting, creative and all-round cool people that make up oneninefive.

Let’s get to know Georgina..

What’s your name? Georgina Espinosa

When did you join ONF? May 2021

What’s one thing that surprised you about working at ONF? ONF is like a big family – the company culture is amazing and the office vibes as well!


What led you to this industry? I moved to the UK last year as I had an offer to join a company in the same industry – you learn something new every day in this business!

What’s your hobby or passion project outside of work? I do really love traveling – nothing beats a spontaneous weekend trip. Ryanair and EasyJet became my best friends for a while

What’s your favorite way to unwind after a busy day? A good, long walk in the park while listening to some music or a podcast

What did you want to be when you were younger? I am still trying to figure this out!

How are you finding the work from anywhere lifestyle? It’s amazing knowing that we have the possibility to choose and control our own schedule – this allows for a proper work-life balance

What trend do you hope makes a comeback? Nintendo Wii – I had the best time ever with my brother


What’s a trip that changed you, and why? South Africa – I had the chance to go to a game reserve and learn more about “Save the Rhino” and their work in the country, it was really eye-opening to see the big illegal hunting issue the country is suffering from


Quick Fire Q’s

What are you watching on Netflix right now? Giri/Haji on Netflix, and Transparent on Prime Video. Would 10/10 recommend both of them!

What’s one song that you’re embarrassed to admit you like? Moi Lolita, by Alizee. Brings me back to my childhood, I can’t help it

What’s one song that isn’t played enough? I am going through a Disclosure phase right now, so I would say White Noise

Sand or Snow? Which would you prefer to holiday? Coming from an island, sand, of course

One meal for the rest of your life, what would it be? Easiest question ever – pasta! With any sauce

How do you like your eggs? Poached or fried, I can’t decide