Fieldguide

An ABM Case Study in Launching Agentic AI for Audit and Advisory

Content Creation, Content Strategy, Distribution Strategy

Executive Summary:Fieldguide, an agentic AI platform built for audit and advisory firms, needed to launch their solution to an overworked accounting audience — without disappearing into the noise. We built a hypertargeted account-based marketing campaign that positioned the AI as a true field agent, not just an assistant, with DOOH in the lobbies of the top 50 accounting firms, programmatic targeting, CTV, OLV, and proximity-based retargeting across devices.

Agentic AI for accounting: a solution to the audit talent shortage.

When Fieldguide approached us to help launch their groundbreaking agentic AI tool for audit and advisory, we knew we weren’t just marketing another product—we were introducing a solution to a genuine crisis. In an accounting subsector plagued by heavy workloads and a severe talent shortage, automated tech is a desperately needed productivity tool. But how do you build awareness with an already overworked and exhausted target audience?

An account-based marketing campaign told one story across touchpoints.

We embarked on a comprehensive campaign to generate interest and excitement for the Fieldguide AI, both online and in person. We started with core messaging centered around the platform’s ability to function not just as an assistant for single tasks but as a true field agent, stringing together multiple audit and advisory tasks to save time, increase margins, and improve the client experience for advisory and audit firms. To translate this story across channels, we built a landing page, hero video, and derivative campaign pieces that emphasize how transformative the product truly is.

We also created a visual throughline across assets with a glowing green gradient and sleek shapes to reflect the platform’s precision and efficiency. This consistency helped us deliver a complete, comprehensive story that positioned Fieldguide’s agentic AI solution as the much-needed answer to a longstanding problem.

A hypertargeted ABM media strategy: from LinkedIn to accounting firm lobbies.

Of course, with an overworked and overstressed audience, attention is limited and you need to make the most of every touchpoint. To get eyes on the product, we built a hypertargeted paid media strategy. This multi-channel campaign included:

Digital out-of-home advertising (DOOH) strategically placed in the lobbies and elevators of the top 50 accounting firm buildings.
Programmatic media precisely targeting professionals from these organizations across the internet.
Connected TV and OTT video delivery to reach decision-makers during their downtime.
Online video (OLV) placements across channels frequented by the audience.

The campaign’s technical sophistication allowed us to identify when a target professional was physically near a digital out-of-home placement, creating a proximity impression we could then reinforce with retargeting across their devices. This cross-device approach ensured consistent messaging that followed our audience throughout their day.

The results: an ABM case study in cross-device hypertargeting.

Not only did we achieve Fieldguide’s goals but the hypertargeting approach we pioneered for this campaign has proven so effective it has become our go-to framework to help clients directly reach their professional audiences.

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