What builds support for a new service inside target accounts?

A clear proposition and a tangible demonstration of a new service's value help build support inside target accounts. Give potential champions a concrete way to understand the offer and explain its relevance to colleagues, rather than relying on a broad awareness campaign.

Make the service's value tangible to potential champions

Make the service's value tangible to the people whose support matters inside selected accounts. IBM Garage, a new co-creation consultancy model, needed champions within a handful of target accounts rather than a broad audience. The offer brought IBM experts and client leaders together to use modern design techniques and IBM technology to solve specific business challenges.

The Frameworks developed the value proposition and the creative concept "Where it happens", focusing on the Garage space and the change possible inside it. A premium interactive physical book and immersive in-browser experiences gave prospective clients a concrete encounter with an unfamiliar service. The integrated campaign helped generate $62 million in lead progression in five months, with page engagement at twice the average across IBM's site.

The practical lesson is to give potential advocates something specific to explore and explain internally. A 2025 study by Edelman found that 51% of hidden business-purchase influencers in the United States say high-quality thought leadership helps them convince C-level executives to support their vendor choice. For a new service, pair a clear explanation of its value with an experience that makes the offer understandable.

Sources: Account-Based Marketing | The Frameworks, IBM Garage: Account-Based Marketing Campaign

How The Frameworks helps

Building support inside target accounts

You need support for your new service from people inside target accounts, including those beyond your existing contacts. The Frameworks works with your marketing and sales teams to understand each account's requirements and the relationships that could help or hinder acceptance. It pays particular attention to potential internal advocates and the colleagues they need to influence, shaping the proposition and creative work around those relationships rather than treating the account as a single audience.

The Frameworks delivers account-specific campaigns, physical and digital content, and sales toolkits that support conversations about the new service. These give your teams material tailored to the opportunity and give your contacts something they can use to explain the service internally. You gain a coordinated way to reach beyond established contacts, equip advocates for discussions you cannot attend and help marketing and sales advance the same account opportunity.

Let’s talk about support for your new service 

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