ABM is a strategic marketing approach that partners with account teams to engage complex customers using detailed insights and targeted messaging. This helps increase share of wallet by accelerating pipelines, advancing stalled deals, and improving win rates while opening new opportunities. ABM focuses on personalized, relevant marketing early in the buying cycle to understand customer needs better and communicate value more effectively compared to traditional outbound marketing.

1. 1
Results
• Increase Share of Wallet
• Increase customer
stickiness/retention
• Become the Trusted Advisor
• Accelerate pipeline by 22%,
advance 41% of stalled
deals, improve win rate by
52%, open up white space
opportunities
How
• Focus on relevant,
personalised marketing to
accelerate commercial
objectives
• Engage with a senior
audience early in the buying
cycle to understand their
needs
• Message & communicate
Why
Account Based Marketing (ABM) in a nutshell
A strategic insight based marketing approach in partnership with Account teams,
designed to engage with our most complex customers, with detailed insights and high
impact targeted messaging, to extend our reach, make us more relevant and ultimately
grow our share of wallet.
“The #1 issue for not achieving
revenue goals is failure to
effectively communicate value
messaging to accounts.” *
Instead of pushing propositions“out” to the market, we start with the customer first and
typically align to the customer buying cycle.
* Source: Sirius Decisions