Formula One and ABM – what on earth do they have in common? The answer? A singular team focused on making the driver (in the case of ABM, the customer) the best they can be.  In a recent episode of Let’s talk ABM, we had the pleasure of speaking with Christian Weiss, Director of ABM, EMEA at Autodesk, about the ins and outs of ABM, and about applying a real ‘Formula One’ mindset to your programs. In the interview (full recording here) we discussed:  Why the customer is the car in Formula One ABM Common misconceptions about ABM
 How ABM can drive customer expansion
 Christian’s gr ..read more

What is ABM without the customer? The answer: nothing. It’s all in the name: Account-based Marketing. Without an account focus, you’re simply doing marketing – and often, without that relevant focus, it’s the kind that fails to resonate, engage or capture the decision-makers who matter.  Your customer drives every aspect of your program – from the pain points you address to the channels you use, and the messaging you create.  Your account is your North Star in all things ABM – and keeping them at the very center of your program is the key to long-term success.  In a recent ..read more

ABM succeeds or fails by the accounts that you choose to target.  They should be front and center of every decision you make.  Informed by your Ideal Customer Profile, guided by your first- and third-party data, they’re the hub from which to roll out creative strategies and messaging tactics.  And the beauty of that focus on accounts is ABM’s ability to deliver truly unique, engaging, and personal buyer experiences that regular B2B marketing strategies simply cannot.  In a recent episode of Let’s talk ABM, I had the pleasure of speaking with Lisa Sharapata, during her t ..read more

What is ABM without customers? Nothing. ABM has been around now for twenty years. (Check out the origins here - makes fascinating listening) Its origins were in getting to know customers as deeply as possible.  Its origins were in getting under the skin of customers to know what their current (and future) problems and challenges were. Its origins were in customer intimacy.  Fast forward twenty years, and now that ABM has become ‘mainstream’, there is much talk of ‘scaling ABM’, ‘activating ABM’ or ‘personalizing ABM at scale’.  These are all well and good...as long as you ..read more

ABM is simple, but that doesn’t mean that it’s easy. It's straightforward and direct, but at the same time, Account-based Marketing requires effort and can present difficulties. So it's by no means easy. ABM is all about immersing your ideal customers in an account experience that is relevant, contextualized, and lands at the right time.  Ultimately, that’s it. Simple right? Absolutely. But easy? No! How to get Leadership buy-in for your ABM strategy Account-based Marketing can be hard.  It’s hard to build that all-important alignment with Sales. Or get to grips with what messaging r ..read more

Christmas is all about giving. So, we asked 12 Account-based Marketing experts to share an ABM Christmas gift, to help you be a better ABMer in 2023! Cosy up this festive season and see what they had to share... 1. The gift of customer intimacy     Customer intimacy is all about getting under the skin of your customer and understanding what makes them tick.  Gabrielle Pirzad, Head of ABM for EMEA at Citrix, tells us why it’s important we meet customers and experience a day in their workplace. Try to understand their language, culture, and the tools they use – that way, you can ..read more

Now this is what you call an ABM case study: How a technology brand started ABM from scratch and built a $4.5M+ (£4m+) pipeline (and...delivered $1m (£750,000) in closed-won revenue).  This is the ABM case study and a very personal ABM story of BlueBotics, a global leader in autonomous navigation solutions. Matt Wade, Head of Marketing for BlueBotics, presented this ABM case study at B2B Marketing's Global ABM Conference, alongside strategicabm's Jack Rawlings.  Watch the video: How to build an ABM program from scratch     BlueBotics has spent twenty years refining their n ..read more

Alice De Courcy, CMO of Cognism, one of the leading Sales Intelligence platforms, sat down recently with our very own CMO, Declan Mulkeen to talk all things ABM - its past, its present and its future.  There is no denying that working for an ABM Agency gives us a unique window into the world of Account-based Marketing.  Working with clients across a multitude of industries - from MarTech to FinTech, from CyberTech, to HRTech, and with different levels of ABM maturity means we get to see ABM in action - in real life and not in a laboratory.  We get to see what works. We get to se ..read more

How does a technology brand start ABM from scratch and build a £4m+ pipeline and £750,000+ closed-won sales in less than three years? This is the ABM story of BlueBotics, a global leader in autonomous navigation solutions. Matt Wade, Head of Marketing for BlueBotics, presented this case at B2B Marketing's Global ABM Conference, alongside strategicabm's Jack Rawlings.  Watch the video: How to build an ABM program from scratch     BlueBotics has spent twenty years refining their natural feature navigation technology (ANT) to make automated guided vehicles (AGVs) easier to install ..read more

Moving up from marketing to SMM to Enterprise is no small leap. It’s not for the faint-hearted.  Where SMB is about volume, quick decisions, and lower levels of buyer consideration, Enterprise marketing is much more about focusing on winning, growing, and retaining your most important accounts – which due to their size and complexity have naturally longer life cycles, higher levels of consideration, and larger buying teams.  So how do you move up from SMB to Enterprise Marketing and shift gears from Demand Generation to Account-based Marketing?  In a recent episode of Let’s talk ..read more