logo
Strategy Call
inbound and abm

Inbound and
Account Based
Marketing

Inbound gets you seen. Account-based marketing (ABM) gets you chosen.

Most life science companies run both and connect neither. We build inbound and ABM as one system, so customer insight, positioning, content, and demand generation compound results instead of effort.

Built and run by a team that has grown qualified leads 9X in nine months, educated more than 40,000 patients, and put 94 sales-qualified leads in front of pharma scientists and clinicians.

Trusted by life science companies from Series A to global scale

Illumina

Evotec

Congenica

Psomagen

Nonacus

The problem

A website. Some content. A list of target accounts. Maybe a few campaigns. Each one exists. None of them talk to each other.

 

Content gets created without a positioning foundation. ABM targets accounts without knowing what makes them move. Inbound pulls in traffic that was never going to buy. Sales gets leads and no way to tell which ones matter.

 

Busy teams. Scattered effort. A pipeline that refuses to grow.

inbound and abm sq
The view from inside the funnel

Most life science ABM is spray and pray

An account list gets bolted onto a generic campaign and fired at everyone with the right job title, hoping a buyer notices. In most markets that wastes budget. In life science it loses deals.

 

A scientific purchase is decided by a committee that never sits in one room. The lab champion wants the product and holds no budget. Procurement holds a veto and reads only risk. The HEOR lead, the clinical scientist, and the principal investigator each weigh a different signal. Treat that account as a single target and you reach none of them.

The work is to reach the right people inside the right accounts with the message each one is actually waiting for. Here are five AI plays that hit bullseyes rather than bystanders.

One system, each stage feeds the next

Foundation

Customer insight and positioning come first. Everything downstream inherits it.

Content

Problem-focused content that pulls in researchers and decision-makers, by name and by need.

ABM

Account-specific narratives, channel sequences, and an operating rhythm that holds.

Enablement

Battlecards and talk tracks so sales closes what marketing generates. 

What the system delivers

9X

 more MQLs in 9 months

Diagnostics SaaS company, website refresh + customer journey automation

40,000+

patients educated

Patient engagement programme supported by AI marketing assistants.

94 SQLs

from 30 target accounts

account based marketing delivered into pharmacuetical scientists and clinicians.

“

Strivenn gave us a synthetic customer our product, marketing and sales teams could all argue with. The launch shipped weeks earlier than the last one, and the messaging stuck.

Head of Marketing

Global Life Science Tools Company

An ABM funnel that already ran

Thirty accounts in. Ninety-four sales-qualified leads out, sat in front of the clinical scientists and HEOR specialists who actually decide.

Top 30 target accounts COLD
2,500+ named contacts built from cold
▼ 44% engaged
Engaged with premium content WARMING
1100+ pharmaceutical researchers
▼ qualified
Sales-qualified leads HOT
94 handed to sales, ready to work

What you walk away with

  • An account list you can defend. ICP-to-account logic that picks targets on fit and intent, so budget lands where it converts.
  • A narrative each buyer recognises. Account-specific angles for the committee, so the lab champion, procurement, and the clinical lead each hear their own reason to move.
  • A sequence that runs without you. Channel plan, content map, and a weekly operating rhythm with metrics that show what is working.
  • Sellers who walk in prepared. Outreach calibrated to each buyer's personality through Humantic AI, so the first touch reads as genuine research.
AI-ENHANCED EXECUTION

The tools that make the system work

Two AI products built specifically for life science commercial teams, not adapted from generic approaches.

Frequently asked questions

How is ABM different in life science?
In life science, a single purchase is decided by a committee that rarely sits in one room. The lab champion wants the product and holds no budget. Procurement holds a veto and reads only risk. The HEOR lead, the clinical scientist, and the principal investigator each weigh a different signal. Effective ABM reaches each of those people inside the account with the message they are waiting for, rather than firing one generic campaign at a job title.
Why do inbound and ABM fail to grow pipeline?
Most often because the pieces are never connected. A company has a website, some content, a target account list, and a few campaigns, but none of them feed each other. Content gets made without a positioning foundation. ABM targets accounts without knowing what makes them move. The fix is to build inbound and ABM as one system where customer insight, positioning, content, and demand generation compound instead of resetting every quarter.
How do you combine inbound marketing and ABM?
By building them as a single connected system where each stage feeds the next. Customer insight and positioning come first. Problem-focused content then pulls in the right researchers and decision-makers. Account-specific narratives and channel sequences engage named buyers inside target accounts. Sales enablement, including battlecards and talk tracks, makes sure the team closes what marketing generates.
How long does ABM take to produce qualified leads?
It depends on the deal cycle, but a focused programme can move from cold accounts to sales-qualified leads within a single campaign cycle. In one life science programme, 30 target accounts produced more than 2,500 named contacts. 44 percent of them, more than 1,100 pharmaceutical researchers, engaged with premium content, and 94 became sales-qualified leads handed to sales ready to work

Are you Strivenn to Succeed?

 

Traffic without positioning is noise. ABM without insight is guesswork. Leads without enablement rarely become revenue.

The companies that win don't run better campaigns. They build better systems.

Strivenn connects customer insight, positioning, content, account engagement, and sales execution into a repeatable engine that turns visibility into qualified pipeline and pipeline into growth.

Book a strategy call

provider-badge-black

 

Recognised HubSpot Solutions Partner

Having worked with HubSpot since 2012, Strivenn is proud to be a recognised HubSpot Solutions Partner.

 

With expertise spanning CRM, marketing, sales and customer service, life science companies are in safe hands turning to Strivenn for HubSpot implementations.

 

HubSpot Partner Profile page

humantic-logo

 

Know your buyer before you call 

Ever kicked yourself for not doing enough research before sending an email or picking up the phone? Or had a disastrous closing call and wondered “if only I knew my buyer a little better…”

 

Then Personality AI from Humantic AI is for you

 

Use promo code MattWilkinson for 10% off

Get Humantic AI