ABM ISN'T
A CAMPAIGN.
IT'S HOW YOU THINK.
ABM works when it reaches the right accounts before they're ready to buy, stays relevant while they are, and keeps them after they've signed. Here's the full picture.
WHERE ARE
YOU WITH
ABM?
Tell us where you are and we'll tell you what could come next — no pitch, just a straight conversation about your programme.
Lucy & Robert
Reply within 1 working day
You're in the diary
Lucy or Robert will be in touch within one working day to set up your call.
ABM WORKS WHEN IT EARNS ATTENTION.
NOT WHEN IT BUYS IT.
Most programmes sit inside the sales cycle. They focus on Awareness to Decision and stop there. The accounts that stay, expand and refer came from something different — marketing that reached them before they were ready to buy, and stayed with them after they signed.
WHOEVER YOU ARE IN THE ROOM,
THERE IS SOMETHING HERE FOR YOU.
These resources cover three different conversations, pick the pack that fits where you are right now.
Exploring whether this is right for you
You want to know if ABM makes sense for your organisation before you make the case internally. You need something honest, not a vendor pitch.
- ABM Readiness Assessment
- Letter to Your Leadership Team
- Top 20 Accounts worksheet
Looking to stretch the programme further
You have ABM in place but want to pressure-test your thinking. The Shift Left/Right framework is the one piece that changes how most practitioners see their programme.
- Shift Left/Right framework
- Top 20 Accounts worksheet
- Letter to Your Leadership Team
Wondering how ABM applies through partners
Most ABM guidance ignores the partner channel entirely. This does not. Three models for running ABM through and with partners and what actually changes.
- Partner ABM Guide
- Shift Left/Right framework
- Top 20 Accounts worksheet
Session One -
An INTRODUCTION TO ABM.
A practical look at account-based marketing (ABM), what it involves, when it works and how to know if your business is ready. We break down the realities of ABM strategy, including sales and marketing alignment, targeting high-value accounts and the long-term investment required to make it effective.
“If your marketing today doesn't feel like it's hitting the numbers or delivering what you need, then maybe you should be thinking about taking an account-centric approach to how you go to market.”
Robert Norum — Challenge Accepted, The Engagement Playbook, Episode 1
ABM: is account-based marketing right for your business?
Lucy Allen and Robert Norum on what ABM is. What you need to know to get going and what options you have.
FOUR TOOLS. ALL FREE.
Not generic downloads. These were written specifically to sit alongside the Challenge Accepted Live conversation.
The Case for ABM: A Letter to Your Leadership Team
A ready-to-send document making the commercial argument for ABM investment. Evidence-based, editable, written to be forwarded to your CEO or CFO. Not a template, a real letter.
Shift Left. Shift Right. The Framework
How ABM creates commercial value across the full customer lifecycle, not just the sales cycle. One page. Three columns. The commercial logic made visible. Developed with Robert Norum.
Top 20 Accounts. The Prioritisation Worksheet
A structured framework to identify and score your highest-value target accounts. Cuts through gut-feel and gives your programme a defensible starting point.
Partner ABM: What Is Different. A Short Guide
Three models for running ABM through and alongside partners. What changes, what does not, and where to start. The guide most partner marketers have never seen written down properly.
Is ABM right for your organisation right now?
Ten questions. Three minutes. Your result at the end — no scores shown along the way. Download the PDF to share with your leadership team.
Your resources
Want to talk through what your score means?
Lucy or Robert will walk you through what good looks like from here — no pitch, just a straight conversation.
Challenge Accepted Live.
ABM: The Art of the Possible.
Lucy Allen
CEO, Challenge Marketing
Host of Challenge Accepted and founder of Challenge Marketing. Lucy helps B2B brands build the kind of content that earns attention rather than demands it.
Connect on LinkedIn
Robert Norum
Global ABM Expert
One of Europe's most respected ABM practitioners and author of the ABM OS framework. Robert has led ABM programmes at scale across enterprise technology and brings two decades of hands-on experience.
Connect on LinkedInABM questions don’t end when the session does.
If you want to think through what any of this means for your specific organisation — whether you are just starting, scaling or trying to get leadership on board — leave your details and Lucy will be in touch.
WHAT’S YOUR BUSINESS CHALLENGE?