Account-Based Playbook
Understand, Engage and Retain the Modern B2B Consumer
Winning High-Value Accounts with ABM Frameworks
The world of B2B marketing is evolving, and Account-Based Marketing (ABM) is no longer just a strategy—it’s a shift in how companies engage, win, and grow high-value customers. Account-Based Playbook distills years of hands-on experience, industry research, and real-world case studies into a practical guide that helps you navigate this transformation with confidence.
This book isn’t about theory; it’s about action. Whether you’re just starting with ABM or refining a mature strategy, you’ll gain proven frameworks, practical insights, and strategies that align sales, marketing, and customer success teams for measurable impact.
Request your free copy today and start building an ABM strategy that moves beyond leads to meaningful, revenue-driving relationships.
Chapter Breakdown
UNDERSTANDING: The New B2B Consumer and What’s Holding Us Back
The first section lays the foundation by exploring why traditional B2B marketing and sales tactics are failing to meet targets. We dive into the evolving buyer landscape, highlighting how today’s decision-makers are more informed, skeptical, and resistant to old-school sales approaches.
Through real-world examples and lessons from B2B trailblazers, this section deciphers the psychology of modern buyers and why understanding their needs is the first step to winning their trust. The days of one-size-fits-all marketing are over—this section shows you how to shift your mindset to a buyer-first approach.
Key takeaways:
- Why traditional sales and marketing efforts are missing the mark.
- How the B2B buyer has changed and what influences their decisions.
- Understanding the multi-layered decision-making process in B2B.
ENGAGING: Building Trust and Executing Account-Based Marketing
Once you understand the new B2B consumer, the next step is learning how to engage them effectively. This section highlights why trust is the most valuable currency in B2B and how ABM offers the most strategic, high-impact way to build lasting relationships with key accounts.
We break down different ABM frameworks, execution strategies, and the critical role of measurement in proving success. You’ll learn how to create highly personalised, account-centric campaigns that resonate with buyers, shorten sales cycles, and drive meaningful engagement.
Key takeaways:
- Why trust is non-negotiable in B2B and how to earn it.
- The key frameworks of Account-Based Marketing and how to choose the right one.
- Step-by-step guidance on executing ABM successfully.
- How to measure and optimise ABM performance to ensure long-term success.
RETAINING: Long-Term Value and the Future of B2B Marketing
Winning an account is just the beginning—retention and expansion are where the real revenue lies. This final section explores how to maximise Customer Lifetime Value (CLV) and build long-term, profitable relationships with key accounts.
We look at the future of B2B marketing, including emerging trends, AI’s growing role in personalisation, and the increasing need for marketing and sales alignment. The book concludes with a forward-thinking perspective on where ABM is headed and how companies can future-proof their strategies to stay ahead of the curve.
Key takeaways:
- Strategies for driving long-term customer engagement and revenue growth.
- How to leverage ABM beyond acquisition to drive retention and expansion.
- The role of AI, automation, and predictive analytics in shaping the future of B2B.
- How marketing and sales teams must evolve to stay competitive.