Are you trying to make ABM work for your business?

Insight

Published June 5, 2025

Are you trying to make ABM work for your business?

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

What works in one company doesn’t always work in another, so be prepared to experiment and learn fast. Get inspiration from external advisors and networks and be nimble with the technology you use (it’s an enabler, not the answer).

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 ABM work for your business?

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