Turning ABM from theory into practice; with practical examples - three key take aways:  

• Relevance beats reach. 
• Marketing finds the opportunity, sales wins the person. 
• AI scales the message but people make it human and personal. 

ABM how do you actually make it work in a complex B2B account? Moving marketing and Sales closer enables you to make commercial activities tailored towards the account. Together, we decided on a focused story and approach towards the client, and engaged with concrete activations:  

• A summer book campaign tailored to specific stakeholders 
• Targeted PSD3 and AI webinars aligned to active opportunities 
• Personalised emails and LinkedIn DMs mapped to buying centres 
• Account-specific advertising rather than broad awareness spend 

AI agents played a key role in scaling these interactions. It enables personalisation at speed while keeping messages consistent across channels. But the real breakthrough, came from changing how we work: marketing moved from a service center to a growth driver, identifying demand early, while sales focused on converting that demand into real, human conversations that move the account forward.