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Amber’s Adventures in ABM

Opinion
Published November 16, 2023

Inflexion Group introduced a new ABM-er, Amber, at the B2B Marketing Global ABM conference in London on 1 November. Like many of you, Amber is facing the dilemma of scaling strategic ABM with no increase in budget or resources next year. She is on a quest to understand how GenAI might be able to help. 

If Amber’s story resonates with you and you’re keen to find out more, please get in touch by emailing hello@inflexiongroup.com.

Bev Burgess

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).