The anatomy of account-based marketing - a conceptualisation of strategic dimensions

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dc.contributor.authorMullen, Adam
dc.contributor.authorMarcos Cuevas, Javier
dc.contributor.authorTheoharakis, Vasilis
dc.date.accessioned2022-08-08T13:53:24Z
dc.date.available2022-08-08T13:53:24Z
dc.date.issued2022-06-11
dc.descriptionPresented at but not included in the Proceedings of the 15th Annual Conference: Global Sales Science Institute, 8-11 June 2022, Frankfurt, Germanyen_UK
dc.description.abstractPurpose — The purpose of this paper is to conceptualise an emerging B2B strategy known as account-based marketing (ABM). ABM is a mid-to-long-term strategy deployed by enterprise organisations to target, engage, and grow high-potential accounts. Design/Methodology/Approach — A mixture of academic and practitioner literature has been synthesised to create a tentative conceptual model of ABM. Findings — In ABM, digital technologies can be used to scale the engagement process, allowing selling teams to switch from targeting one account to many using pooled intelligence, smart resources, and automation. Originality/Value — This paper presents a conceptual model of ABM, whilst providing a foundation for future research.en_UK
dc.identifier.citationMullen A, Marcos-Cuevas J, Theoharakis V. (2022) The anatomy of account-based marketing - a conceptualisation of strategic dimensions. In: GSSI 2022; Creating Value for Customers and Companies in a Changing World, 8-11 June 2022, Frankfurt, Germanyen_UK
dc.identifier.issn2510-733X
dc.identifier.urihttps://www.ama.org/events/academic/2022-global-sales-science-institute-and-ama-sales-sig-conference/
dc.identifier.urihttps://dspace.lib.cranfield.ac.uk/handle/1826/18289
dc.language.isoenen_UK
dc.publisherAmerican Marketing Associationen_UK
dc.rightsAttribution-NonCommercial 4.0 International*
dc.rights.urihttp://creativecommons.org/licenses/by-nc/4.0/*
dc.subjectAccount based marketingen_UK
dc.subjectsales and marketing alignmenten_UK
dc.subjectsales-marketing interfaceen_UK
dc.subjectrole of marketing in enabling the sales processen_UK
dc.subjectsales automationen_UK
dc.titleThe anatomy of account-based marketing - a conceptualisation of strategic dimensionsen_UK
dc.typeConference paperen_UK

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