How should ABM-ers engage with government buyers?

Insight

Published June 19, 2025

How should ABM-ers engage with government buyers?

Charles Forte, DG CIO at the UK Ministry of Defence, has some practical advice:

Put more effort into making your proposition explainable, understandable, and doable. Because doing it is where the value comes.

His bottom line is that context matters – understand your customer’s world first, then show how you fit into it.

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).

Further reading