The Marketing Practice

Account-based Marketing

The Marketing Practice has worked with IT, services and consulting organisations including Unisys and Chordiant, using account-based marketing to treat their key customers (and occasionally prospects) as markets of one.

With sales and account teams often concentrated around existing projects, marketing’s role can be to explore and support new business opportunities in different divisions of the customer.

As well as increased revenue, other key objectives include:

  • A better understanding of the account’s structure, key contacts, priorities and attitudes to suppliers
  • Measurable improvements in awareness and in the perception of business value offered by the supplier
  • Re-use and greater results from existing wider marketing activities (like thought leadership, events and corporate hospitality programmes)
  • Opportunities identified or leads generated, and support for key bids or around key propositions

Both Unisys and Chordiant spoke at our recent Sales & Marketing Forum event on account-based marketing. If you missed the event but would be interested in the outcomes – and hearing more on the subject in general – please contact Paul Everett on 01235 833233 or at peverett@themarketingpractice.com.

Resources on account-based marketing

Please complete the form below to download a copy of the following documents:




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Framework document

Framework document

We use this framework document to explain the outline process and options that are available to a company starting account-based marketing: which accounts to focus on, how to gather intelligence, what kind of tactics to use, how marketing and sales should work together…

Research summary report

The Enterprise Decision-Maker Index

The results of our annual Enterprise Decision-Maker Index make the case for account-based marketing, showing how decision-makers are looking for more information from current suppliers to help make investment decisions