At the CRN Sales & Marketing awards last week, I had an absolute blast. Not only did I get to spend the evening with my fellow judges, who are excellent human beings, but I caught up with so many colleagues and friends from the industry, including some I hadn’t seen for years. It was wonderful. Of course, most people know I work for myself now (almost 4 years and counting), but they’re not entirely sure what I do. Inevitably therefore I got asked the question a lot ‘So what do you actually do?’

My client, a US tech company, was looking to build awareness for their brand, but also open key conversations and build new pipeline with major UK retailers. In most cases, these retailers were not previously aware of my client, so there was a lot to do!

Account Based Marketing (ABM) is certainly not new in the B2B Marketing world – it’s growing exponentially, and more and more marketers are getting on board. Although some dismiss it as just the next ‘big thing’, there’s good evidence to suggest that ABM is here to stay.

Congratulations to Lewis Hamilton on becoming the most successful ever driver in F1. It was an emotional win for him and the team and the boy from Stevenage has ‘done good’. (I also applaud his stance on both Black Lives Matter and the environment – it’s great to see him using his platform to encourage positive change.)

When people talk about ABM, they often refer to the ABM pyramid, which has 1:1 ABM at the top, 1:Few as the next layer and 1:Many as the base of the pyramid. Here’s why I think ABM at scale or 1:Many ABM is an oxymoron.