Practitioner viewpoint

B2B marketers have recognized the benefits of using a targeted, personalized engagement approach since the 1990s. Back then, however, we didn’t have the right technology to efficiently navigate and scale such an approach.


Now, with robust CRM systems, big data, AI, automation, and predictive analytics, such approaches are possible. Moreover, these tools enable coordinated, efficient efforts across teams.


ABM is changing the game, and after working with many companies on their ABM strategies and pilot programs, I’ve seen some trends emerge. First, more and more companies are seeking to integrate ABM into their marketing mix. Second, companies that have integrated ABM into their efforts over time have reported significantly higher ROI.



Successful ABM calls for internal buy- in and commitment, but it’s doable in bite-sized chunks. ABM is not just a series of tactics, but a shift in mindset across teams toward working together to give customers customized attention. Working together, teams can create unique identities and in-depth profiles for each target account. With such knowledge, sales and marketing teams are able to customize each engagement to position a company within that account accordingly.


Today, the demand for personalization is greater than ever. With inbound demand generation, your teams waste countless hours and effort on non-starters. With ABM, such leads are filtered out. Instead, ABM processes allow these teams to become experts on targeted accounts and find more meaning in their efforts because each engagement is valuable.






“IT’S SIMPLE: IF YOU HAVE HIGH-VALUE PRODUCTS AND SERVICES REQUIRING MONTHS OF WORK FROM A BUYING TEAM, IT’S A SMART IDEA TO BLEND ABM INTO YOUR MARKETING PROGRAMS TO BE SECURE, EFFICIENT, AND SUCCESSFUL IN THE LONG RUN.”

Jonathan Winch,
Head of BBN Denmark's ABM transformation team in the Copenhagen office