Grow key accounts

Optimizing Account-Based Marketing for long-term client relationships

Ideal for:

ABM leader

Account-based strategies remain a top priority for senior leaders in today’s competitive landscape. Our latest Client Buying Index data reveals that ABM has consistently ranked as the number one marketing focus for the past three years.

This data conveys three key insights: ABM is a permanent fixture; it is continually evolving; and not all ABM initiatives yield the same level of success. Organizations must prioritize effective account-based strategies to foster deep relationships with key accounts and drive sustainable growth.

30%
of marketing budgets dedicated to ABM
60%
plan to increae investment in ABM over the next 12 months

Five steps to key account success

1

Diagnostic

Assess process, systems and capabilities, prioritize accounts, and benchmark performance.
2

Strategy

Design and right size ABM strategy, together with implementation roadmap and program office.
3

Enablement

Develop sales and marketing teams with integrated account development skills.
4

Execution

Engage accounts with relevant and consistent experiences, with flight plans, content, and communications.
5

Value realization

Optimize key account growth performance across relationships, reputation, and revenue.

Optimize and embed ABM across your business

Use our proven Account-Based Marketing Adoption Framework to evaluate the maturity of your key account programs, understand how they're performing across critical success factors, and prioritize areas for improvement. Together, we can ensure your Account-Based Marketing programs drive market-beating performance.

Successfully relaunching People First was a vital part of MHR’s growth strategy. Momentum's approach allowed us to address multiple objectives – internal education, thought leadership, and sales enablement – in an integrated way, enabling us to achieve a huge amount in a short space of time.

Anton Roe
CEO, MHR
The strategies have served as a playbook for me over the years with my top accounts, delivering impressive results. To any B2B organization that is looking to win or grow strategic accounts, I recommend partnering with Alisha’s team.

Danny Nail
Global Centre of Excellence Lead, Salesforce
Lyndon and her team’s insight, vision, and laser focus on strategy execution in aligning customer executives meant we delivered our unique value proposition concisely and consistently to get a record-breaking business transformation deal over the line. She codifies that experience in this book and provides you with a step-by-step guide in how to inspire customers.

Ada Guan
Chief Executive Officer, Rich Data Co
I knew we had a hit on our hands when the CEO of a multi-billion-pound organisation started waving the document at Michael Dell during a Zoom call.

Elliot Young
Chief Technology Officer, Dell Technologies
In a word, we were surprised. We didn't expect it to be as eye-opening as it was. You challenged our thinking, and we made so many decisions in such a short time. We wish we had more time together!

Kim Blair
Senior Director, Global Strategic Marketing | Account-Based Marketing, Salesforce

Perspective Key accounts

Three ways to reap the benefits of ABM in professional services

In the first of a three-part series, we explore how to align ABM with your firm's strategy to transform client relationships and drive growth.
Case Study Key accounts

Becoming Microsoft’s top performing business unit

Microsoft faced a critical juncture with a $54m pipeline shortfall. The imperative was to act swiftly to prioritize accounts, empower teams, and strategically engage for substantial revenue generation.
Case Study Key accounts

Taking reputation insight to action in high value client accounts at Unisys

We work with Unisys to take insight from clients and turn it into action, to help drive loyalty and growth across their key clients.