This is a summary of the book titled “Account-Based Marketing: The definitive handbook for B2B marketers” written by Bev Burgess and published by Kogan Page in 2025. In this comprehensive guide, she draws out the landscape and advises both new and experienced practitioners in implementing the five types: “Strategic, Scenario, Segment, Programmatic, and Pursuit marketing”.

At its core, account-based marketing (ABM) is about shifting from broad, generic campaigns to highly targeted, personalized strategies that treat each account as a market of one. This approach, first introduced in 2003, has evolved into a powerful engine for B2B growth, especially in a world where customer expectations are rising due to AI, sustainability concerns, and generational shifts in decision-making.

ABM delivers outsized returns by focusing on the accounts that matter most. Burgess highlights the fractal nature of the 80/20 rule, noting that the top 4% of customers can drive up to 64% of revenue. This makes ABM not just a marketing tactic, but a strategic imperative. It requires deep alignment between marketing and sales, a nuanced understanding of each account’s context, and a commitment to long-term relationship building. The goal isn’t just to generate leads — it’s to drive business outcomes like revenue growth, market share, and customer lifetime value.

The book outlines five distinct ABM types, each suited to different business contexts:

Strategic ABM is the most intensive, designed for top-tier accounts with high revenue potential. It involves a dedicated marketer embedded in the account team, acting almost like a CMO for the client. Success depends on shared goals, agile collaboration, and a five-step process from ambition-setting to activation.

Scenario ABM offers a scalable version of Strategic ABM, focusing on a single outcome within a defined timeframe. It’s ideal for existing clients and leverages recurring scenarios to streamline execution. AI and unified data play a key role in identifying opportunities and personalizing outreach.

Segment ABM clusters similar accounts based on shared priorities or contexts. It’s the most widely used format today, balancing personalization with scalability. Campaigns are often lightly customized or curated, using digital channels and tools like Folloze to deliver semi-personalized experiences.

Programmatic ABM targets large groups of similar accounts through digital engagement. Though once debated as “true” ABM, its growing sophistication — especially with AI-driven platforms — has made it a staple for reaching new prospects and lower-tier clients efficiently.

Pursuit Marketing is a high-stakes, high-effort approach aimed at winning major deals, often with existing clients. It demands rigorous qualification, deep competitive insight, and compelling storytelling to differentiate and win complex bids.

Burgess emphasizes that building ABM capability is a company-wide endeavor. It requires clear governance, strong infrastructure, and a blend of technical and soft skills. Organizations often establish Centers of Excellence to manage ABM programs, ensuring alignment across teams and readiness for AI-driven scalability.

Ultimately, ABM is not just a marketing function — it’s a strategic growth engine. When done right, it orchestrates the best of what a company can offer to help its clients succeed, creating lasting value on both sides of the relationship.

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