Introduction: Driving growth in complex B2B organisations is hard

Driving growth in complex B2B organisations is hard.

New to ABM? Start with What is account-based marketing?

There are more marketing channels than ever before. More data than most organisations know what to do with. New ideas emerge constantly. Technology promises greater automation and relevance, yet strategic thinking has never been more important.

At AWX Marketing, we believe effective Account-Based Marketing (ABM) starts with asking the right questions.

Seven questions in particular. And answering them in the right order, because each answer helps shape the next.

The 7 questions

1. Where should we focus our efforts?

Not every account or sector offers the same opportunity. The key is knowing where to focus for the greatest impact.

2. How will we work together to achieve our goals?

The best results come when sales, marketing, operations and leadership teams are aligned behind a common goal.

3. What do we really know about the accounts we want to prioritise?

The better you understand your accounts, their challenges and how they make decisions, the easier it becomes to build trust and relevance.

4. How do we create a strategy and value proposition that drives growth?

The strongest strategies are built on a real understanding of your accounts and a clear value proposition that gives them confidence in choosing you.

5. How will we make it happen?

From strategy to building a long-term programme that orchestrates meaningful activities and builds momentum over time.

6. How will we engage effectively?

Successful engagement creates value for your target accounts externally while helping internal teams communicate, collaborate and engage more consistently.

7. What have we learned?

The best programmes never stand still. They measure progress, learn from experience and continuously improve.

This series explores each question in more detail, sharing practical ideas that can help organisations create a more focused approach to growth through ABM.

Whether you lead sales, marketing, commercial or product teams, we hope you'll find something useful.