Are you trying to make the case for ABM in your business?

Insight

Published May 29, 2025

Are you trying to make the case for ABM in your business?

Here’s some sound advice from experienced Global CMO and Board advisor, Fran Wilson , CMO at Semarchy:

ABM is the most customer centric marketing strategy you can deploy, which matters when you realise that its far more expensive to acquire new customers than to grow with your existing customers.

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).

Are you trying to make the case for ABM in your business?

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