What is Account Based Marketing and where does it fit in a customer centric Business to Business (B2B) operating model?

There are several definitions of ABM, and I personally like Adobe’s:

“Account-based marketing is a B2B strategy that sales and marketing departments use to focus their efforts on specific organizations, or accounts.

With ABM, marketers and salespeople collaborate on a shared strategy and then coordinate account-based experiences together as one revenue team with the same goals.

The combined team selects a number of key accounts, works together, and wins more business as a result.”

(Source: https://business.adobe.com/blog/basics/account-based-marketing)

In this episode of the Customer Attuned Customer Centricity Corner I speak with Sapna Kandukuri from the London Stock Exchange Group (LSEG). Sapna is Senior Manager of Account Based Marketing for LSEG, and also has a wealth of experience in wider Financial Services. She is therefore eminently qualified to tell us more about this intriguing element of marketing that’s specific to the B2B context.

During our discussion we hear from Sapna about Account Based Marketing in general, how it is applied at LSEG – which types/segments of clients she works with (without breaking confidentiality, of course), and how she works with the sales teams.

We then discuss how well Account Based Marketing fits for deployment in the top segments of the Customer Attuned Customer Segmentation Canvas. This is a new approach to Segmentation that identifies your best customers of the future based on trust, opportunity and appetite.

We hope that this episode helps your thinking about ABM and how it could be utilised with your best customers. Please get in touch if you’d like to discuss any aspect of what you see and hear in the discussion.

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Peter Lavers

Peter is an expert in relationship marketing and customer experience management. He is a Director of Customer Attuned, helping clients to develop new and innovative ways to find, engage and satisfy customers.