Pursuit: win the accounts you've already picked
Some deals aren't about criteria or awareness. You already know the company you want. Pursuit is New North's account based marketing agency program: outbound, paid, and content built around a named list, not a lookalike audience. It's built to run on top of Authority or Reach, not on its own, and we'll explain exactly why below.
The named accounts, not a lookalike audience.
Authority builds a reputation. Reach targets a type of buyer. Pursuit is neither of those. It's for the accounts you can already name: the ten, fifty, or two hundred companies your sales team would sign tomorrow if they'd just take the call.
That's the core difference between account based marketing services and a normal demand generation program. Reach finds people who match your ideal customer profile on paper and have never heard of you. Pursuit starts with a list your team already built, then runs outbound, paid, and content against those specific logos until the right person at each one is in a conversation with sales.
Here's the part of this page worth reading closely before anything else: Pursuit doesn't run standalone. We don't sell it as your only program, and we'll turn down a Pursuit-only engagement if that's what someone asks for. The reason is simple. Outbound to a company that's never heard of you converts at a different rate than outbound to one that's seen your name in their feed or clicked one of your ads. Pursuit needs Authority or Reach running underneath it, or at least starting soon, for the same reason a cold call works better after a warm email than before one.
If you're comparing us to a typical abm agency, the difference isn't the channel list; most ABM shops run outbound and some paid targeting. The difference is that Pursuit's account list, messaging, and sequencing come out of the same Aligned Growth Engine diagnostic that sets up your other program, so outbound isn't guessing at who to contact or what to say. It's built off your own account and competitive data, not a generic sequence template.
Seven categories, one account list.
Run against one named list instead of split across a sales tool, a media buyer, and a freelance copywriter who've never spoken to each other.
Outbound
This is Pursuit's own category. Authority and Reach don't include it. Outbound covers the account research that tells us who at each target company to contact and why, the multi-channel sequences (email, LinkedIn, sometimes direct mail where it fits the account) that reach them, and the ongoing testing of messaging until a sequence actually books meetings instead of collecting opens. This isn't a script pulled from a sales engagement playbook and personalized with a first name. Every sequence is written against what we know about that specific account.
Content
Pursuit's content is account-specific: personalized landing pages built for a named company or a small cluster of similar accounts, one-pagers and leave-behinds a rep can send after a first call, and messaging that references what we've actually researched about the account's situation, not a generic value proposition. Where Reach's content converts a stranger, Pursuit's content has to land with someone who's already been named a target.
Design
Every personalized landing page, one-pager, and outbound asset above needs to look like it was built for that account, not spun up from a template in ten minutes. This covers the visual work behind account-specific pages, sales leave-behinds, and any ad creative running against the named list. It's judged the same way Reach's design is: does it help move a specific person toward a specific conversation.
Development
Personalized landing pages and account-specific experiences need infrastructure most teams don't have in-house: dynamic content that swaps in the right logo or industry reference for each account, tracking that tells us which named accounts are actually engaging, and integrations that push outbound and paid engagement data into your CRM so sales sees it without asking. Unglamorous, and the reason Pursuit's reporting can talk about accounts instead of anonymous traffic.
Marketing operations
Somebody has to keep a named-account program from turning into a spreadsheet nobody trusts. This category covers account scoring and list management, routing an engaged account to the right rep the moment it shows intent, and QA on the handoff between outbound, paid, and sales so a warm account doesn't sit untouched for a week. It's the least visible category and the one that decides whether the rest of the program's work actually reaches a rep in time.
Analytics & reporting
The measurement layer for the whole program: which named accounts are engaging, across which channel, and how that's tracking against the forecast set during your Aligned Growth Engine process. You get this in a live client portal, not a monthly deck someone reconstructs after the fact. Because Pursuit runs against a finite, named list, this reporting can tell you which specific accounts are moving and which aren't, not just an aggregate trend line.
Paid media
Different from Reach's criteria-based targeting. Pursuit's paid media is aimed at the named accounts themselves: LinkedIn's account targeting, display retargeting scoped to the companies on your list, and campaigns built to put your name in front of the right accounts while outbound is also reaching them directly. The goal isn't reach, it's showing up more than once for the same twenty companies.
Account based marketing services, backed by real research.
Most ABM shops will tell you a list was "researched." Ask how, and the answer gets vague. Ours doesn't. Every Pursuit account list and sequence runs on the same tools we'd use to research a market for ourselves.
Which accounts make the list, who at each one is worth contacting, whether a sequence is actually booking meetings: that comes from the data, not a hunch. Once a sequence or campaign is live, we track account-level engagement in Analytics and Databox instead of assuming a personalized email worked because it went out.
We use these tools. We're not certified by them, partnered with them, or endorsed by them, and we're not going to pretend otherwise.
Built around the list you can already name.
Pursuit is built for B2B tech companies where these four things are true. The fourth one is the condition Pursuit doesn't flex on.
If none of your named accounts have any awareness of you and you don't have Authority or Reach running yet, that's the signal Pursuit isn't your starting program. As a b2b abm agency, we'd rather say that plainly than sell you an engagement we don't expect to convert well. Where to start instead is a question for the Aligned Growth Engine, not a guess made on this page.
See how the diagnostic works →Built to pair, never to run alone.
A name they already recognize
Outbound to a company that's seen your name in a piece of content, a LinkedIn post, or a podcast converts differently than outbound to a total stranger. Authority gives the person opening a Pursuit email a reason to recognize your name before a rep ever calls.
Warmer ground, same funnel
If a named account has already been served an ad or landed on a campaign page, outbound against that account starts from a warmer position than cold. Reach's criteria-based reach and Pursuit's named-account precision cover different parts of the same funnel.
Pursuit doesn't run standalone
It's only sold layered on top of Authority or Reach, because outbound converts on the strength of what's already running underneath it. If you come to us asking for Pursuit alone, expect us to ask which of the other two it's pairing with, or whether it should be.
Where any of this lands for you specifically (Pursuit plus Authority, Pursuit plus Reach, or all three) isn't something we'll guess from this page. It's what the Aligned Growth Engine is built to answer.
The actual work, not a slide about it.
Pursuit's output is concrete: outbound sequences, account-specific landing pages, and the paid creative built around named lists. The work page collects real samples from Pursuit engagements, tagged by program, so you can judge the work before we ever talk.
Asked before, answered straight.
What does the Pursuit program cost?
Pursuit is priced within our Execute, Perform, and Grow tiers, and because it's always paired with Authority or Reach, the cost depends on that combination, not Pursuit alone.
Why can't I just buy Pursuit on its own?
Because outbound to an account that's never heard of you converts worse than outbound to one that has. Pursuit is built to run on top of Authority or Reach, which is why we don't sell it standalone. If you're set on outbound only, we'll tell you straight: it's not the engagement we'd recommend.
How is this different from a typical ABM agency?
Most ABM shops sell a list and a sequence tool. Pursuit starts from the same Aligned Growth Engine diagnostic that shapes your other program, so the account list, the messaging, and the sequencing come from your own competitive and account data, not a generic outbound template. It's one coordinated program, run by one strategist, not a subscription to a prospecting tool.
How long before Pursuit shows results?
Faster to first activity than Authority, slower than a cold-list mass email blast, because it's not built to move that fast. Outbound sequences typically need real account research before the first message goes out, and meaningful account engagement usually takes a few weeks to show up once sequences and paid are both live. If Authority or Reach is brand new alongside it, expect Pursuit's numbers to improve as that underlying program builds.
Do you guarantee meetings or pipeline from named accounts?
No. We don't guarantee meetings, pipeline, or that any specific account converts, and no ABM agency running this kind of program can promise that either. What we do instead is forecast a specific target from your account list and historical data during the Aligned Growth Engine, then report account-by-account against that forecast every month.
Do I need to go through the Aligned Growth Engine before buying Pursuit?
Yes, every engagement does, including ones where Pursuit is part of the combination. The diagnostic is where we confirm which program Pursuit should pair with and what your named account list should actually look like, so we're not guessing at either on a sales call. Read more about the process →
What industries does Pursuit work in?
Pursuit is built and tuned for B2B tech companies. The account research, buyer-persona work, and outbound sequencing all assume a B2B tech sales motion with defined roles and a considered buying process. If that's not your category, it's worth a conversation before assuming Pursuit's approach translates directly.
What channels does outbound actually use?
Email and LinkedIn are the core channels for most Pursuit sequences, with direct mail added for a subset of high-value accounts where it fits the account and the budget. Which mix makes sense for your list gets set during the Aligned Growth Engine, not assumed up front.
How do you build the buyer personas for outbound?
From account research, not a generic title list. We look at who at each named account is likely to be involved in a decision like yours, informed by your own sales team's experience with similar deals and the account and competitive data pulled during the Aligned Growth Engine. It's specific to your list, not a stock "VP of Marketing" persona reused across clients.
What's not included in Pursuit?
Pursuit doesn't include broad organic content or organic social (that's Authority) or criteria-based paid media targeting a wider audience than your named list (that's Reach). It also isn't a substitute for your own sales team; Pursuit generates and warms conversations, but your reps run the calls and close the deals.
How much of my sales team's time does this take?
Less than running outbound in-house, by design, but not zero. Sales input shapes the account list and personas, and your reps need capacity to take the meetings Pursuit books. You're not managing a prospecting tool and a copywriter yourself; you get a strategist as a single point of contact and a team behind them.
Is Pursuit a good fit as an abm consulting engagement, without the execution?
Not really. Some firms sell ABM strategy and hand you a plan to execute yourself. Pursuit is a program that runs the research, the outbound, the paid, and the content, with an Aligned Growth Engine diagnostic underneath it, not a consulting deliverable you're left to build out on your own team.
Not sure which program Pursuit should pair with?
The Aligned Growth Engine is built to answer exactly that, from your own account data instead of a guess.
See how the diagnostic works →Want to know what Pursuit costs at your scale?
Program combinations map to three pricing tiers: Execute, Perform, Grow.
See how programs become pricing →Ready to talk specifics?
We'll walk through whether Pursuit, paired with Authority or Reach, is the right fit.
Schedule a call →See who's ahead of you on the shortlist.
Then we walk you through it live, on a 30-minute call. No pitch deck, no pressure. If the answer is you don't need us yet, we'll say that too.
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