Introduction
Many B2B companies treat Account-Based Marketing (ABM), that is: choosing a short list of companies by name and working on each one individually, and outbound sales as separate activities.
Marketing makes the company known and brings in leads, while sales teams contact prospects by email, LinkedIn, and phone.
In practice, the most effective B2B growth strategies combine both.
When both work together, companies can become known inside their target companies before contacting anyone directly. This clearly improves response rates and leads to better conversations with decision-makers.
For B2B companies where each deal is worth a lot, especially in markets like Germany, Austria, and Switzerland, this coordinated approach is becoming more and more important.
What Is Account-Based Marketing (ABM)?
Account-Based Marketing (ABM) is a B2B strategy where marketing and sales work on a defined list of target companies, instead of collecting large numbers of anonymous leads.
Instead of marketing to a broad audience, companies concentrate on specific organizations and the people who decide there.
Typical activities include:
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LinkedIn ads aimed at specific companies
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content about the industry
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posts by the company’s own experts
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conversations with decision-makers inside the target companies
The goal is to become relevant and credible inside specific companies before sales conversations begin.
What Is Outbound Sales?
Outbound sales means contacting potential customers yourself rather than waiting for them to contact you.
Common outbound channels include:
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LinkedIn messages
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email outreach
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phone calls
Outbound sales allows companies to start conversations with valuable prospects even when those prospects are not actively looking for a solution.
However, traditional outbound often relies on large numbers of automated messages, which can lead to low response rates and damage credibility.
Why Both Work Better Together
When marketing to a chosen list of companies and outbound sales run separately, both lose effect.
Marketing may make the company visible, but sales messages arrive without context.
Sales teams may send messages, but prospects have never heard of the company before.
Combining both solves this problem.
Marketing introduces the topic and the company first, and outbound starts the direct conversation.
This order turns a cold message into a message from a name the prospect already knows.
The Sequence Step by Step
A coordinated approach usually follows several stages.
1. Choose Your Target Companies
The process begins by selecting the companies that fit.
This often includes:
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industry fit
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company size
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technical environment
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geographic focus
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strategic relevance
The result is a focused list of valuable target companies.
2. Become Known Inside Those Companies
Before direct outreach begins, marketing brings relevant industry topics to decision-makers inside those companies.
This may include:
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LinkedIn ads aimed at specific companies
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expert posts about industry challenges
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educational content about operational problems
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taking part in relevant discussions in the network
The goal is not immediate lead generation.
The goal is that people recognize the topic and trust your expertise.
3. Watch Who Engages
Once people know the name, the sales team watches for a reason to get in touch.
Examples include:
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reactions to your content
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visits to your profile
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interaction with LinkedIn posts
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activity in relevant industry discussions
These help find the right time to reach out.
4. Start Human Conversations
After this, the sales team starts direct conversations.
Common channels include:
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LinkedIn messages
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email outreach
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phone calls
Because the prospect may already recognize the topic or company, the conversation is no longer completely cold.
The Role of LinkedIn
LinkedIn plays a special role in this combined approach.
It serves both for marketing and for building relationships.
Through LinkedIn, companies can:
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share expertise
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take part in industry discussions
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talk with decision-makers
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become familiar to them
When messages are later sent through LinkedIn or email, the sender often feels more familiar.
This clearly increases the chance of a response.
How BizXpand Combines Both With TrueReach™
At BizXpand, working with a chosen list of companies and outbound sales come together in the TrueReach™ methodology.
TrueReach™ is a method for sales from person to person, designed for B2B markets where each deal is worth a lot and there are few potential buyers, particularly in the DACH region.
The method combines:
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working with a chosen list of companies
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LinkedIn presence and engagement
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targeted LinkedIn advertising
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contacting people when they engage with your content or visit your website
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personal outreach via LinkedIn, email, and phone
Rather than relying on high message volume, TrueReach™ focuses on meaningful conversations with carefully selected companies.
Why This Approach Works in the DACH Market
Business culture in Germany, Austria, and Switzerland tends to favor expertise, credibility, and respectful communication.
Decision-makers often respond better to outreach that:
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demonstrates industry understanding
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avoids aggressive selling
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invites discussion rather than pushing meetings
Combining marketing to a chosen list of companies with outbound allows companies to build credibility before making contact, which fits the expectations of many decision-makers in the region.
When Companies Should Use This Combined Approach
This approach works best for companies that:
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sell complex B2B solutions
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operate in niche markets
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have relatively few potential buyers
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need several people to agree on a purchase
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rely on trust and credibility in sales conversations
Examples include:
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industrial technology providers
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enterprise software companies
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engineering and manufacturing solution providers
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automation and robotics companies
In these markets, the goal is not to generate large numbers of leads but to start conversations with the right companies.
FAQ: Marketing to a Chosen List of Companies and Outbound Sales
What is the difference between marketing to a chosen list of companies and outbound sales?
Marketing to a chosen list of companies makes you known and credible inside specific target companies, while outbound sales means contacting potential customers directly through channels like LinkedIn, email, and phone.
Why combine the two?
Combining both approaches allows companies to become familiar before outreach begins. This increases response rates and leads to more productive conversations.
Does it replace outbound sales?
No. The two are most effective when used together. Marketing prepares the context, and outbound sales starts the conversation.
Which channels are used when combining both?
Common channels include LinkedIn posts and comments, targeted LinkedIn ads, email outreach, and phone conversations.
Conclusion
As B2B markets become more competitive and inboxes more crowded, traditional outbound is losing effect.
Companies that combine marketing to a chosen list of companies with coordinated outbound outreach can become familiar, credible, and relevant before sales conversations start.
This turns cold outreach into contact with people who already know your name and your topic.
For B2B companies in niche markets where each deal is worth a lot, this combination is becoming the basis of how they win new customers.