A strategic approach to ABM

13th March 2026 |   Richard O’Connor

ABM Is no longer a marketing tactic; it’s a commercial operating model.

Account-Based Marketing (ABM) has an identity crisis, but not because it is losing relevance. Quite the opposite. ABM has become so commercially potent that describing it as a marketing approach is no longer accurate. 

In nine years of running the Global ABM Conference, we have witnessed ABM evolve from the preserve of global enterprise organisations with deep pockets to adoption by a much broader mix of B2B businesses. Indeed, as Propolis ABM expert, Robert Norum points out “ABM is becoming the commercial operating system for growth-focused businesses. What began as a specialist marketing discipline is increasingly the blueprint for how ambitious B2B organisations design their GTM model.”