Practical thinking for better B2B growth

Introduction: Driving growth in complex B2B organisations is hard

Why effective ABM starts with asking the right questions, in the right order, and an introduction to the seven questions behind the series.

Q1: Where should we focus our efforts?

The biggest challenge is rarely generating more opportunities. It's deciding which sectors, accounts and opportunities deserve your best effort in the first place.

Q2: How will we work together to achieve our goals?

Shared ownership matters. Why the best programmes bring sales, marketing, operations and leadership together around common goals from the start.

Q3: What do we really know about the accounts we want to prioritise?

Having data isn't enough. The real challenge is turning information into meaningful account insight.

Q4: How do we create a strategy and value proposition that drives growth?

Strategy is about deciding how you'll win the accounts you've chosen. A clear value proposition shows you understand what matters to them and the value you can bring.

Q5: How will we make it happen?

Think programme, not campaign. A phased plan, clear success criteria and realistic budget options turn strategy into consistent action.

Q6: How will we engage effectively?

Effective engagement works in two directions: externally with your target accounts, and internally with the colleagues who help you reach them.

Q7: What have we learned?

The best programmes never stand still. Reviewing progress, capturing lessons and continuously improving helps turn experience into better outcomes over time.

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The 7 Questions Behind Effective ABM: takeaway guide

What it takes to focus growth in a larger B2B business

Focus sounds simple. In reality, it means deciding where not to invest time, budget and effort. When every opportunity looks promising, prioritisation becomes one of the hardest decisions in B2B growth.

What should you say when someone says they "want ABM"?

ABM may be proposed as the solution before anyone has clearly defined the problem. The most valuable conversations start by understanding the challenge first, then deciding whether ABM is the right response.

Measuring progress when the sales cycle is long

When opportunities take months or years to develop, revenue alone is a poor measure of progress. Capturing where you started makes it possible to show how relationships and opportunities are moving.

Practical ways to better engage with your sales teams

Strong sales and marketing relationships rarely happen by accident. Practical ways to understand sales priorities, build trust and create more productive conversations around shared goals.

Why B2B marketing deserves a louder voice

B2B is the largest part of the UK economy, and B2B marketing is one of the most demanding, strategic and interesting disciplines in the profession. It deserves more recognition.

B2B marketing: from classroom to a career choice

Many marketers fall into B2B Marketing careers almost by accident. Some practical ways education providers and students can consciously make B2B marketing part of the journey from classroom to career.