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Webinar

Account Based Marketing in KAM: How does it work?

Mike Green and Kate Owen of Capita held a fascinating webinar on Friday 24th January 2020 for AKAM members, discussing: Is ABM just a cosmetic make-over of B2B marketing? Do Account-Based Marketers understand how one-to-few is different from one-to-many? How does ABM work with KAM? What do key account managers need to know about ABM? How should key account managers…

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KAM communications

Are you ready for ABM?

Account Based Marketing (ABM) is, almost without question, the buzzword in B2B marketing at the moment. But what is it, and how should you be thinking about using it as part of your KAM strategy? Fujitsu’s renowned ABM expert Andrea Clatworthy explains what ABM is and is not – for example, it’s not something that marketing do…

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Papers and articles

Why is Account-Based Marketing the hottest topic in KAM?

Research has shown that sophisticated buyers and customers tune out from everything except the most relevant messages and content. Two-thirds of senior executives don’t believe a salesperson knows enough about their business to bring value to a meeting, and only a quarter of them are prepared to take a second meeting! That means that 2 out of…

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Papers and articles

Are you really managing key account risk?

Risk awareness has always been in the long list of skills required of key account managers, but it is rarely high enough on the list, and awareness is not enough anyway. Being in business is about managing risk as well as making profits. Most risk is considered as financial, and while the ultimate impact may…

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Papers and articles

Crafting key account value propositions to win more business

Value propositions have been described as one of the most valuable concept in sales and marketing, and at the same time, one of the least well understood and executed. So Alistair Taylor’s paper from bulletin No 2 performs a useful role in clarifying what the role of value propositions in KAM. The aim is for…

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