Advice on the role ABM can play in mature B2B organisations

Insight

Published June 11, 2025

“As a CMO, you want to invest your resources where you’ll get the best return.”

Antonia Wade, Global CMO at PwC shares some advice on the role ABM can play in mature B2B organisations where your top customers hold the key to your future growth.

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).

Advice on the role ABM can play in mature B2B organisations

Bev Burgess

Further reading

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

Five years of Inflexion Group