The past few months have seen focus on account based marketing increase thanks to its ability to focus spend and efforts on sectors that are not cutting back due to the coronavirus pandemic.

Dave Stephens from the Business Marketing Club sat down with myself, Riaz Kanani, Founder/CEO at Radiate B2B and Head of Business Marketing and CEX at O2, Zoe Hominick to discuss examples of account based marketing that we have seen.

I discussed:

• Scaling account based marketing vs one-to-one account based marketing and why the former is allowing more companies to adopt this strategy.
• Budgeting for an account based marketing programme and approaches we have seen.
• The people required to deliver account based marketing programme both for one-to-one and scaled account based marketing.
• Before looking at the results we have seen from account based programmes over the past few years that have seen companies shift from a pilot to full blown programme.

Today, companies need to do more with less. With companies increasingly staying under the radar till much later in the process, figuring out who to speak to, leads to opportunities entering the pipeline earlier and less time wasted by sales following up with companies that are not in market yet.

After, Ash Coleman-Smith, consultant CMO and Catherine Borowski, Artistic Director of ProduceUK share more examples and lessons they have learned.