Make Account-Based Marketing (ABM) Work Harder — in Europe’s Leading Offices

Decision makers are harder to reach than ever. Online, they’re overwhelmed with competing content. In-person, their time is scarce. But in the office – Europe’s business powerhouses spanning The City of London, La Défense and Frankfurt – executives are attentive, focused, and open to messages that connect to their professional priorities.

For B2B brands, that attention is rare – and it’s powerful.

Why the office context is different

Consumer campaigns often optimise for mass reach. B2B brands, however, need to influence fewer but more valuable people – senior stakeholders who guide vendor choices and investment priorities.

ECN’s office screens are positioned in premium business environments where buying committees actually work. With average dwell times of 45 seconds and almost double the trust of other OOH formats, ECN delivers quality attention in the moments when professionals are evaluating vendors, comparing solutions, or discussing budgets.

This makes the office a natural channel for complex B2B stories about ROI, transformation, sustainability, or innovation – stories that need time, relevance, and credibility to resonate.

The new reality: B2B decision-making is long, collective, and data-driven

Today’s B2B purchase journey can take months or even years, involving multiple decision-makers across departments – from finance and procurement to IT, HR, and marketing.

That’s why leading B2B brands are turning to data-led, account-based marketing (ABM) to focus their efforts on high-value accounts and the key influencers within them. ECN’s office network brings this ABM precision into the physical world.

By mapping corporate tenants across 900+ screens in 650 office buildings throughout Europe, ECN allows brands to reach key accounts directly where they work, surrounding their teams with relevant, high-value messaging – and reinforcing digital ABM activity in a real-world, trusted setting.

Introducing Account-Based DOOH

Just as ABM focuses marketing on named accounts, Account-Based DOOH focuses media delivery on where those accounts physically exist.

It’s a simple but powerful idea:

1. Identify the companies that matter most to your sales pipeline

2. Activate ECN screens in the buildings where they work

3. Align creative messaging with your digital ABM and CRM activity

4. Amplify awareness and credibility within buying committees

The result? Your brand becomes part of their professional environment – a familiar, credible presence during the long consideration cycle.

Why this matters for B2B brands

Decision makers, not just impressions:
60% of ECN locations house C-suite companies with 250+ employees – the people who set budgets and shape vendor lists.

Budgets that matter:
This audience carries high purchasing authority and influences enterprise-scale spend.

Enterprise-scale environments:
Presence in The City of London, La Défense or Frankfurt’s financial hub signals credibility in Europe’s most prestigious business districts.

Cross-market consistency:
One creative toolkit can run across multiple markets with centralised management – ideal for multi-country ABM programmes.

Smart re-targeting:
Combine ECN’s audience signals with CRM and social data to re-engage decision-makers across channels – from screen to screen.

Proof in practice

A leading global insurance brand used ECN to raise awareness of its risk-mitigation solutions in the UK, France and Germany.
Independent Happydemics research confirmed a 2.4× uplift in brand consideration – demonstrating how attention in the office context accelerates movement down the B2B funnel.

Planner takeaway

In the modern B2B landscape, attention is the most valuable currency. The challenge for marketers isn’t just reaching decision-makers – it’s reaching them when they’re most receptive. ECN does exactly that, connecting brands with key account stakeholders in the very moments when business decisions are being formed inside the office.

When woven into an Account-Based Marketing (ABM) strategy, Account-Based DOOH becomes much more than an awareness channel. It evolves into a precision tool one that influences buying committees, shortens consideration cycles, and builds lasting familiarity with the brands that matter most.

For enterprise marketers looking to strengthen credibility and accelerate relationships across Europe, ECN stands apart. It’s not just another advertising platform – it’s the B2B full funnel channel, where Account-Based DOOH makes attention truly work.

Frequently Asked Questions About ABM in Office Environments

Q1: What is Account-Based DOOH?
Account-Based DOOH (Digital Out-of-Home) merges Account-Based Marketing with digital screen advertising to target specific, high-value accounts in business environments. Instead of broad demographic reach, it focuses on delivering tailored brand messages to key decision-makers within premium office networks, enhancing both awareness and influence in the B2B buying cycle.

Q2:Why are office environments ideal for Account-Based Marketing?
Offices bring together influential audiences — executives, decision-makers, and professionals — in trusted, brand-safe settings. Office media networks enable marketers to engage these audiences when they are most receptive, reinforcing brand credibility and driving consideration among targeted accounts.

Q3: How does data enhance Account-Based DOOH campaigns?
Data enables precision. By using firmographic, intent, and location insights, brands can identify where key accounts are concentrated and deliver DOOH messages accordingly. Real-time audience and performance data also make it possible to optimise campaigns dynamically and measure impact at an account level — something traditional OOH couldn’t easily achieve.

Q4: What are the key success factors for ABM in Europe’s offices?
Effective ABM across Europe requires clear account selection, localisation by market, and measurable results. Successful brands tailor creative and messaging to regional nuances, align marketing and sales efforts, and leverage data-driven insights to evaluate success per account, not per impression.

Continue reading: Where Enterprise Tech Decisions Are Made.

Contact ECN to learn more about optimizing your ABM strategy.