Do you need a lighter touch alternative to Strategic ABM for your top customers?

Insight

Published July 24, 2025

Do you need a lighter touch alternative to Strategic ABM for your top customers?

Rhiannon Blackwell, ABM Leader Global Marketing at PwC explains that Scenario ABM is a type of Strategic ABM that has a much narrower focus within an account. It’s designed to achieve a single specific business outcome prioritised with the account team.

There is a focus on repeatability in this type of ABM. Make sure that everything you do is reusable and scalable. That’s what will make your team more efficient.

Bev Burgess

Bev Burgess is passionate about the critical role marketing can play in building deep customer relationships, strong reputations and sustainable growth. She is best known as a worldwide authority on account-based marketing (ABM) and her latest book, Account-Based Marketing: The definitive handbook for B2B marketers explains how to use ABM effectively in your business (Kogan Page, 2025). She is co-author of Account-Based Growth: Unlocking sustainable value through extraordinary customer focus (Burgess and Shercliff, Kogan Page, 2022) and A Practitioner’s Guide to ABM: Accelerating growth in strategic accounts (Burgess with Munn, Kogan Page, 2021). Her other books include Executive Engagement Strategies (Kogan Page, 2020) and Marketing Technology as a Service (Young and Burgess, Wiley, 2010).

Do you need a lighter touch alternative to Strategic ABM for your top customers?

Bev Burgess

Further reading

Alumni Spotlight: meet Tara Pritchett

What’s the Biggest Skill Gap in ABM Teams Right Now? We Want to Know.

The ABM-er’s Toolkit: An interview guide for clarifying ambition