Trying to implement Programmatic ABM?

Insight

Published August 13, 2025

Trying to implement Programmatic ABM?

Here’s Executive Consultant Megan Heuer with some great advice on how to get started.

Don’t choose accounts just because someone wants to win them. Choose accounts where you can deliver meaningful impact. Focus on them because there is some meaningful difference, some contribution you can make to those accounts.

Without this focus, you’re just doing broad demand generation and hoping for the best.

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).

Trying to implement Programmatic ABM?

Bev Burgess

Further reading

The ABM-er’s Toolkit: An interview guide for clarifying ambition

Five years of Inflexion Group

Alumni Spotlight: meet Ulrike Wanner