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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

15th March 2021

PKD Golf Day 2021


Buy tickets


About the Day

Join us at the prestigious Aldenham Golf Club for our first annual charity golf day to play a round and raise funds for the next breakthrough into Polycystic Kidney Disease. The Aldenham is synonymous with golf and has undergone a huge refurbishment in 2020 ready to host our action-packed golf day. This event is not one to be missed.

After the final putt is holed, teams will retire to the clubhouse for a well-earned drink, before sitting down to enjoy a two-course gourmet dinner, with some additional surprises along the way. Dinner will be followed by a live auction in aid of PKD Charity and some special entertainment to round off the day.


Day Agenda:




Individual Ticket (Golf + Dinner): £100.00+£8.39 Fee

The ticket will include:

  • Tea/Coffee & Bacon Roll upon arrival
  • 18 holes of Golf
  • 2 Course Meal at Dinner.

GOLD Sponsorship Package: £1,500.00+£117.59 Fee

Please support PKD by considering our GOLD sponsorship package. This includes:

  • 3 Holes sponsored (green flags)
  • 2 Complimentary foursome entries
  • Your logo on vinyl banner at any chosen location
  • Posted on social media; both your logo and an exclusive post about your company
  • A formal thank you from the PKD speaker on the day

SILVER Sponsorship Package: £1,000.00+£78.59 Fee

Please support PKD by considering our SILVER sponsorship package. This includes:

  • 2 Holes sponsored (green flags)
  • 1 Complimentary foursome entry
  • Your logo on vinyl banner at any chosen location
  • Posted on social media; both your logo and an exclusive post about your company
  • A formal thank you from the PKD speaker on the day

BRONZE Sponsorship Package: £500.00+£39.59 Fee

Please support PKD by considering purchasing a BRONZE sponsorship package. This includes:

  • 1 Hole sponsored (green flags)
  • Posted on social media; both your logo and an exclusive post about your company
  • A formal thank you from the PKD speaker on the day

Sponsor the hole-in-one prize: £500.00+£39.59 Fee

On a chosen hole there will be a ‘hole-in-one’ competition being run. By purchasing this package you will have:

  • Your logo on the green flag of the chosen hole
  • Input towards the prize if the hole-in-one is achieved
  • Posted on social media; both your logo and an exclusive post about your company
  • A formal thank you from the PKD speaker on the day.


Buy tickets

21st July 2020

oneninefive mentorship sessions with Jordan Adams


Hello, my name is Jordan and I’m the Founder and MD of oneninefive.

I know some small businesses out there will have been negatively affected by the changes COVID-19 has brought. So I thought if my experience (over 20 years sales & marketing experience, and successful start-ups under my belt) can provide guidance to those who might need extra support during these difficult times, then I would like to help.

So I’ve decided to run a complimentary mentorship program for small businesses who are struggling with the impact of COVID-19.

How does it work?

Fill in the form below and I’ll choose businesses where I feel I can add the most value.

Then we will organise sessions where you can ask any questions you like and I will share experiences and advice, or you can simply bounce ideas around to try and help navigate your business through these difficult times.

The first session will be a 30-minute call, and then we’ll have a follow-up call a few weeks later to check-in and see how you’re doing.

Who can apply?

Anyone who thinks they can benefit from this can apply! I just ask that you meet the following criteria to be eligible for the mentorship so I can give valuable advice.

  • You are a B2B brand
  • You have 10 or more members of staff

How to apply

It’s simple, just fill in the form linked below. You’ll be asked a few questions about your company, the impact that COVID-19 has had on your business and what your initial questions are.

Applications will close on 1st September, so please make sure you complete the form before then. Successful applicants will be contacted via email shortly after the closing date.


Apply Now

22nd May 2020

Mental Health Awareness Week: ONF’s Top Tips for Lockdown

Understandably, lockdown has impacted severely on a lot of people, so it’s more important than ever that we be kind and considerate to those around us. With many businesses still working from home and the strains of lockdown starting to show, we thought we’d share some of our top tips for coping with lockdown. Have a gander below as the team walks you through it:


Suzy Dunsford, PA and Business Support Manager

“My top tip for lockdown would be to invest in one new ‘appliance’ for your home that you can use to make interesting new dishes.. We got a Pasta Machine and a BBQ! Makes cooking even more exciting.. (and time consuming!)”


Lauren Sims, Account Manager

“Just focus on you and not what everyone else is doing on social media. Just because you’re not baking banana bread or running marathons doesn’t mean you’re not making the most of your time. Also routine has really helped, dog walk in the morning to feel like a commute and again in the evening to shut off from work”


Emma Laing, Client Success Manager

“My Top tip would be try and have a chat with a different person each day who isn’t in your household, so maybe a facetime or phone call (video is not always necessary!) to try and virtually get out of your house with friends. It seems strange but I diarise it in my phone too as I would if I was going for a drink with a friend to make it seem more of a secure plan ?

Kevin Ellis, Sales Manager

“I think it’s very different having kids and a full-time job in lockdown because you don’t get much time to just sit down and relax. For me, I try not to dwell on the claustrophobia of lockdown and make the most of the situation we’re in. We’re lucky we’ve got access to a good sized garden, so BBQs and beers have been a popular feature. Weekend walks and cycles, loud eclectic music round the house, and the occasional argument or tantrum to break any building tension!”


Jamie Coyle, Senior Sales Executive

“I’ve taken up silly things like juggling to keep me busy and to learn something that I normally wouldn’t have thought to. I’ve also started reading in the time I normally spent travelling to work.”


Jordan Adams, Managing Director

“A mindset shift on email: stop reading too much into every email. Nobody is out to get you and your team culture doesn’t change by not being together. Working from home, coffee & food on tap, chance to work in their PJs, probably means the sender was in a good mood when they sent it. Without the visual clues or judging how they are acting in the office, you might be taking it too personally.”


Sian Barker, Partnerships Manager

“Get fresh air everyday – a good walk helps. Wake up at a good time every day and have a cup of coffee and breakfast. Catch up with friends and family as much as you can”


Tim Nagle, Marketing Operations Manager

“Make sure that you break up the time between working and not working! I initially found it difficult to switch off in the evening without having that physical barrier between working and relaxing, so I now make sure I leave the house for a walk or have some form of activity to properly switch off”


Fintan Nelson, Digital Marketing Executive

“You probably hear it a lot but getting time outside is easily the number one priority for me, whether it’s moving your office into the garden every now and then (if you’re lucky enough to have one) or just having a cheeky stroll around the block, a change of scenery can do wonders.”

19th May 2020

Mental Health Awareness Week: Life in a Pandemic

Lockdown can be tough, both mentaly and physically and it’s in times like these where we have to take extra measures to look out for those around us. Whether that be a phone call or a text message, it’s the little things that matter the most. 

In the wake of this epidemic, one thing we’ve noticed has helped us is a change of work structure. Instead of the usual 9 – 5 hours we’ve collectively decided to be results led, which in turn we feel results in a more relaxed and productive environment. Being stuck indoors all day without the usual office interactions can prove mundane and if you happen to live alone can be even more detrimental towards your mental health. The last thing you need is more stress and pressure, hence breaks throughout the day, taking some time outdoors and working to the schedule that works for you is paramount. Little things like this can help more than you think, but above all it’s how we treat those around us that’s the most important. 

Mental Health UK has done a fantastic job of highlighting this message in a short video they’ve put together on the importance of being kind to others, especially in these turbulent times. Check it out below, it’s worth the watch. 




13th May 2020

A successful World Kidney Day for MarTech Tracker and PKD Charity UK

Mission Success 

On the 12th March on a chilly London day, team MarTech Tracker and team PKD Charity UK embarked on an epic journey. Starting at the MTT HQ in Shoreditch and with the aim of promoting World Kidney Day – an amazing cause with the aim of promoting kidney health and awareness – they endeavored to visit all of the big London landmarks with a certain big yellow organ in tow.

Check out some of the highlights below as MarTech Tracker’s Jamie and Fintan plus PKD Charity’s Jane, Tess & Alan spread some vital kidney awareness.

30th April 2020

Oneninefive becomes Living Wage Accredited Employer

Demand generation specialist oneninefive has recently become accredited as a Living Wage Employer. Our living wage accreditation acknowledges how everyone employed at oneninefive is receiving in excess of the real Living Wage.

The real Living Wage is the only rate calculated according to the costs of living. It provides a voluntary benchmark for employers that wish to ensure their staff earn a wage they can live on, not just the government minimum. Since 2011 the Living Wage movement has delivered a pay rise to over 200,000 people and put over £1Billion extra into the pockets of low paid workers.  



As a growing company, oneninefive understands that all businesses, regardless of size, are built from the ground-up by every employee, and so is committed to providing a workplace that results in healthier, happy employees both in and outside of work. On top of the living wage accreditation, oneninefive provides its employees with an array of wellbeing benefits such as one duvet day and a charity workday a year, £1000 person of the year, team socials, free fruit, tea and coffee and most importantly a culture of honesty, transparency and being open and supportive towards challenges outside of work, such as mental health. Oneninefive has an Employee Assistance Programme (EAP) that helps employees deal with personal and work problems that might adversely impact their work performance, health, and well-being.


It’s great to be part of a company that has committed to paying the living wage. Oneninefive is a firm which recognises the energy and effort our teams put into making us a success. We know that it’s difficult to make ends meet with the minimum wage, especially in a place like London.  

“Being part of the Living Wage Foundation makes both practical sense and is the right thing to do! It’s important to us that we’re able to help ease the financial stress of living in the capital and valuing our talented workforce.” – Francois Alba, Director of Operations 


“We’re delighted that MarTech Tracker has joined the movement of nearly 6,000 responsible employers across the UK who voluntarily commit to go further than the government minimum to make sure all their staff earn enough to live on. 

“They join thousands of small businesses, as well as household names such as LUSH, Heathrow Airport, Barclays, West Ham Football Club and many more. These businesses recognise that paying the real Living Wage is the mark of a responsible employer and they, like MarTech Tracker, believe that a hard day’s work deserves a fair day’s pay.” – Katherine Chapman, Director, Living Wage Foundation


To learn more and find out how your business can become Living Wage Accredited click here. 

30th April 2020

Oneninefive to raise £20,000 for PKD Charity UK in 2020

We are delighted to announce that we have chosen the PKD Charity UK as our official charity partner. 

The new partnership will help build on our association through our Managing Director, Jordan Adam’s trustee position with the charity. With PKD Charity UK celebrating 20 years, oneninefive have committed to raising £20,000 for the charity in 2020. 

About 70,000 adults and children in the UK may have Polycystic Kidney Disease or PKD – a life-threatening inherited conditions that can cause renal (kidney) failure and affect other organs in the bodyThe PKD charity UK aims to relieve those persons suffering from or affected by PKD with a view to improving their conditions of life. They do this by funding research, promoting awareness of PKD and organising patient, family and carer information as well as education and support events across the UK.  

Everyone at oneninefive is looking forward to raising as much money as possible for PKD in any way they can. We have several staff fundraising initiatives in the pipeline, including but not limited to, the London Landmarks Half Marathon, a charity golf day and a discretionary £10 donation on every invoice we issue. If you’d like to contribute to the former, then you can head to our JustGiving page 


Tess Harris, Chief Executive of PKD Charity UK, states; 

We are delighted that  oneninefive has chosen the PKD Charity as a partner charity in our 20th Anniversary year. Their support will to help us deliver our vital support services to people afflicted by PKD and contribute to raising much-needed awareness.’ 


Jordan Adams, Managing Director of oneninefive states; 

“Our fundraising is well underway with a range of fundraising activities happening already, raising just over £2,000, which is fantastic. Other fundraising initiatives in the pipeline include the London Landmarks Half Marathon and a charity golf day being held in June. We are also donating £10 for every client invoice we raise from January and throughout the whole of 2020.”