About Simon Christopherson

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So far Simon Christopherson has created 17 blog entries.

ABM measurement is a challenge to get right. Find out what we’re doing about it.


ABM measurement is a challenge to get right. Find out what we’re doing about it.

As a longtime leader in ABM strategy, development, management, and measurement, we’re shining a light on best practice approaches for ABM measurement. 

We know measuring and communicating the impact and value of ABM investments is a top challenge for practitioners. ITSMA and other benchmark research repeatedly demonstrate that ABM brings greater ROI than other types of B2B marketing, but the difficult reality is that a great many ABM-ers don’t measure return on ABM investments.

As part of our commitment to promoting and advancing ABM best practice, we wanted to share our knowledge and experience to ABM-ers who face measurement challenges.

Here’s what we’re doing about it:

[Webinar] “Using […]

ABM measurement is a challenge to get right. Find out what we’re doing about it.2020-06-29T17:37:14+00:00

Cracking the measurement challenge – the Holy Grail for ABM-ers


Measurement. The necessary evil that ensures marketing is driving the right results and, crucially, ensures marketing gets the budget it wants to drive future activity.  But despite its importance, it’s a word that strikes fear and loathing into the hearts of many marketers.  And it’s not hard to see why.

So was it worth it?  Did you get the return on your marketing investment you were looking for?  Do you know what outcomes you were looking for? And was success measured using cold, hard data, or a gut feel based on anecdotal feedback?

Measuring marketing effectiveness is hard work. It’s laborious.  And it’s becoming increasingly complex as the old rules of marketing are gradually being replaced by new methods of engagement driven by an […]

Cracking the measurement challenge – the Holy Grail for ABM-ers2020-06-29T17:32:23+00:00

What ABM Can Learn From Leonardo Da Vinci


In theory, gaining a degree in marketing to later follow up with a career in marketing, should ultimately set you up perfectly to achieve success. Leonardo da Vinci famously wrote, “He who loves practice without theory is like the sailor who boards ship without a rudder and compass and never knows where he may cast.”

Yet, anyone who works in marketing knows that theory versus reality can lead you to two very different outcomes. Like most people in marketing, I’m now working in a specialist industry that fundamentally did not exist when I went to school. Account-Based Marketing in its own highly-targeted and highly data-fueled nature, has had a huge impact on the B2B marketing landscape in recent years. 

Reflecting on my own experience […]

What ABM Can Learn From Leonardo Da Vinci2020-02-14T13:00:21+00:00

Account Selection: take your finger out of the air, and take an insight led approach


Reading a recent interview with Fujitsu Director & Head of Account Based Marketing, Anamika Gupta, has got me thinking about how the marketers we work with typically approach account selection for ABM programs. 

Anamika responded to a question about ABM account selection at Fujitsu with her tried and tested recipe for success: “Data + Analytics + Experience + Intuition + Fujitsu strategy for growth = Insight”.

Often our clients come to us with accounts chosen, clusters formed and ready to kick off their new ABM venture, but hold up. How were these accounts chosen? Why were they chosen? And how do we know that they are […]

Account Selection: take your finger out of the air, and take an insight led approach2019-10-14T19:58:26+00:00

My Experience with Agent3


Summer holidays for students are meant to be about sun, festivals and resting the brain. I didn’t do that. I went to work. With the help of Agent3 I sowed the seeds of my ambitions for the future and started to reap the rewards of the harvest.

You have a choice when you’re on a placement. You can toe-the-line and watch on from the sides, or you can roll up your sleeves and learn by doing. I wanted to use my final summer as a student gaining valuable industry knowledge before heading out into the working world.  Agent3 gave me this opportunity and I have been further educated on end-to-end Account Based Marketing.

So they gave me a packet of seeds. Not literally. They […]

My Experience with Agent32019-08-20T15:57:38+00:00

Programmatic Advertising: Here’s everything you need to know


Having the ability to target a customer at the right time, right place and in the right context has always been the focus for brands when targeting customers. Since the outset, programmatic advertising has given companies the opportunity to reach prospective customers in real time, with engaging and relevant content. The various types of programmatic advertising come with different advantages. One of which is programmatic audio, with benefits that are just too strong to ignore. 


The process of ad buying is now cheaper, faster and simpler for companies than ever before and it’s estimated that by 2020, programmatic advertising will account for 68% of digital media globally, as brands now see this form of advertising playing […]

Programmatic Advertising: Here’s everything you need to know2019-08-19T07:56:11+00:00

Website Intent


Identify website visitors and track behavior in real time.

Our ABM methodology is enriched by Intent. This influential and powerful tool identifies a potential buyer’s desire, interest and intent in certain products and topics. You will discover what your targets are actively researching.

Right time. Right place. Right message.

Using this insight you will be able to target your key accounts with impactful, engaging and relevant content.

Assess the performance
of your website

Reveal your target’s
hot topics

Website Intent2019-03-14T11:29:31+00:00

B2B Intent


What other websites are your target accounts researching?

What other websites are your targets looking at? What content are they consuming? This is third-party insight.

Our search tool utilises our proprietary taxonomy of B2B topics to identify who is looking where, at what and when.

Using our expertise and knowledge, we can help you discover and understand your prospects journeys across the web. We can assess which themes and topics are being researched on other websites including your competitor’s.

You can have zero exposure to the targets on your […]

B2B Intent2019-03-14T11:29:41+00:00

Intent 360


Add rocket fuel to your strategy. Combine first and third party intent.

Intent 360 is rocket fuel to super-charge your engagement with a target account. A combustible combination of first and third-party Intent insight.

Give your team clear recommendations for action on highly effective targeting. Be empowered by granular insight into your target account’s behaviour across the internet, including your own website.

Our expert team have built a knowledge-bank of hundreds of true ABM programs and buying journeys. Utilising this experience, we can use this ‘blended’ Intent insight to inform and identify trends, patterns and potential […]

Intent 3602019-06-25T08:05:41+00:00

Account ID


Discover who
wants what
you have.

Kicking off an ABM initiative nearly always starts with an account list. But how do you build one, and how can you be sure that you haven’t missed some juicy targets on yours?

Our account identification service helps you develop laser-sharp selection criteria, and scour the wider market for accounts that fit the bill.

Our tool can give new ABM programs a head-start and can bring added value to programs that you have already started: from refining to expanding your target list.

Build the definitive list
of best […]

Account ID2019-07-22T10:40:42+00:00
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