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Technical Models and Guides

Master 1:1 Account-Based Marketing

Written by Propolis Expert Robert Norum

Learn the six-stage 1:1 process tailored for B2B marketers, from alignment to measurement.

Discover a robust and effective model for implementing 1:1 Account-Based Marketing (ABM) programs tailored specifically for B2B marketers. Our detailed six-stage process provides a clear, replicable approach to launching successful 1:1 ABM initiatives, starting with the crucial alignment of sales and marketing teams. This initial step emphasizes the importance of jointly setting objectives and KPIs to ensure a unified strategy.

The process continues with Account Insight, where gaining a deep understanding of each targeted account’s business drivers and key stakeholders is vital. With these insights, you can define a bespoke account strategy, crafting an approach that addresses the unique needs and potential of each account.

Step four focuses on developing account-specific messaging, ensuring that your value propositions are directly aligned with the challenges and objectives of your targeted accounts. This personalized messaging is key to resonating with and engaging each account effectively.

Campaign development then takes center stage, where you’ll create and implement dynamic go-to-market strategies designed to support the account and sales teams throughout the customer journey. This tailored approach helps in nurturing leads and converting them into loyal customers.

The final phase involves regular measurement and ROI assessment, conducted quarterly. This allows marketers to track progress, gauge engagement levels, and refine strategies as necessary to optimize results.

For marketers eager to implement a structured and proven 1:1 ABM strategy, our model offers the roadmap to success.

Download our comprehensive 1:1 ABM model via the form on the right and start building more effective, personalized marketing strategies today.


This is one of eight models and guides produced every quarter by the Propolis Experts, each designed to help develop knowledge and drive efficiencies across your marketing campaigns. The full set of models and guides is available exclusively to Propolis members.

Robert Norum

ABM & Demand Strategy Expert, B2B Marketing

Robert Norum is the ABM and Demand Strategy Expert for Propolis, the global community for B2B marketing leaders.

A B2B Marketer with over 30 years experience, Robert has worked in magazine publishing, IT distribution, marketing agencies and for the last 19 years as an independent marketing consultant. For the last 10 years Robert has specialised in ABM working with a wide cross section of global brands. Since 2017, he has delivered the B2B Marketing ABM Essentials training course for 500+ marketing professionals.

Robert is one of seven Experts on hand for Propolis members to access at any time offering impartial, trusted advice that is tailored to their specific business needs. Whether it’s help with enhancing their marketing strategy or working through a specific challenge, Propolis members can save an average £30k a year working directly with the Experts instead of using external consultants.

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