What is Pursuit Marketing?

Insight

Published August 20, 2025

What is Pursuit Marketing? Andrea Clatworthy, Director and Head of Europe Marketing Transformation at Fujitsu, shares her take:

Start early, work with your sales or bid team, secure the budget you need, and adopt a phased approach. Be clear on the customer’s business need and align your value proposition to it using their language. Do everything you can to make it easy for them to choose when they make their decision.

If you’re looking to increase your or your company’s ability to compete for and win strategic deals, check out our upcoming Advanced Pursuit Marketing course: (NA/EMEA) starts November 4^th. Read more here: http://bit.ly/412YqTd.

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).

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