Some think ABM means creating a set of broad personas and then feeding those into their automation platforms to create some journeys based around some pre-determined behaviours or patterns that fit that particular group. That in itself again is where ABM can immediately go wrong.

If I’d put it into a live bid scenario, for example, it’s the difference between creating those four or five powerful win themes but weaving those generically through your bid, to actually creating a message and a communication that’s going to stand out and speak to every stakeholder individually.

So it’s critical to avoid those generic one-size-fits-all personas and really think about the people sitting behind them. Ask yourself what motivates them individually; what motivates them professionally, but most of all, what motives them personally?