Free advice on running complex account-based marketing programmes from a community of experienced B2B practitioners. Brought to you by The Marketing Practice

Real world questions, answered

Check out our ABM experts' answers to some common questions.

Should you exclude marketing activities for strategic ABM accounts or should you keep them always-on?

Answered by Katie Baber

Strategist, The Marketing Practice

How do you know if your ABM programme is working?

Answered by Oli Marshall

Head of Strategy, The Marketing Practice

What can marketers do to maximise adoption of ABM within the sales team?

Answered by John Aloy

Head of Key Accounts, Public Sector, O2 Business

Do you need specialist tech platforms to run ABM?

Answered by Cordelia Burton

Managing Director, Germany, The Marketing Practice

How can you get board buy-in for your ABM programme?

Answered by Mark Larwood

Head of Strategic Customer Marketing & ABM, O2 Business

How do you select cluster accounts?

Answered by Chris Burke

Senior ABM Consultant, The Marketing Practice

What might a 121 account flight plan look like in practice?

Answered by Dominique Hall

ABM and Industry Marketing Lead, ServiceNow

How should you split resource between central and local teams for global ABM?

Answered by Darrell Minards

VP of Integrated Marketing, Xerox

From a salesperson’s point of view, how can ABM help in strategic sales that can last multiple years?

Answered by John Aloy

Head of Key Accounts, Public Sector, O2 Business

Is it crucial to have an advocate within the client organisation from day one for 121 ABM?

Answered by Dominique Hall

ABM and Industry Marketing Lead, ServiceNow

What are the key things to consider when running an ABM workshop virtually rather than face to face?

Answered by Chris Burke

Senior ABM Consultant, The Marketing Practice

How do you know when an account is ready for a 1:1 approach?

Answered by John Aloy

Head of Key Accounts, Public Sector, O2 Business

What elements are needed to make my organisation adopt ABM for existing customers?

Answered by David van Schaick

CMO, The Marketing Practice

How do you decide when to remove an account from a programme?

Answered by Cara Battle

Account Director, The Marketing Practice

How many ABM accounts can one marketing manager handle?

Answered by Ashley Cooke

Client Director, The Marketing Practice

What makes a great ABMer?

Answered by Mari Kauppinen

Managing Director, Australia, The Marketing Practice

1 2

Who's on hand to answer your question?

Our B2B marketing and sales experts are based around the world and are all experienced in running complex ABM programmes.

Dominique Hall

ABM and Industry Marketing Lead

ServiceNow

Specialist area: 1:1 ABM that delivers real outcomes and value for customers

Oli Marshall

Head of Strategy

The Marketing Practice

Specialist area: Strategy and value propositions within ABM programmes, Global

Darrell Minards

VP of Integrated Marketing

Xerox

Specialist area: Integrated campaigns through large enterprise, verticals and SMB segments, Global

Ashley Cooke

Client Director

The Marketing Practice

Specialist area: Strategic 1:1 & 1:few programmes, EMEA

Mark Larwood

Head of Strategic Marketing

O2 Business

Specialist area: Marketing strategy, ABM strategy, Advocacy and Exec Engagement

Mari Kauppinen

Managing Director, Australia

The Marketing Practice

Specialist area: Launch & rollout of strategic ABM, APAC

Kris Eastham

Senior Client Marketing Manager

The Marketing Practice

Specialist area: Scalable campaign execution and programme management, US

Chris Burke

Senior ABM Consultant

The Marketing Practice

Specialist area: ABM innovation & technology and ABM training programs, Global

Andreas Bernhard

Managing Director, Germany

The Marketing Practice

Specialist area: Strategy & 1:1 ABM, EMEA

Cara Battle

Account Director

The Marketing Practice

Specialist area: Strategic 1:1 ABM into existing customers, UK

Cordelia Burton

Managing Director, Germany

The Marketing Practice

Specialist area: ABM outcomes for 1:1 & 1:few, EMEA

Jenny Leighton

Account Director

The Marketing Practice

Specialist area: Buy-in and engagement from sales teams in 1:1 and 1:few ABM, Global
Back to top