Mullen, AdamMarcos Cuevas, JavierTheoharakis, Vasilis2022-08-082022-08-082022-06-11Mullen A, Marcos-Cuevas J, Theoharakis V. (2022) The anatomy of account-based marketing - a conceptualisation of strategic dimensions. In: GSSI 2022; Creating Value for Customers and Companies in a Changing World, 8-11 June 2022, Frankfurt, Germany2510-733Xhttps://www.ama.org/events/academic/2022-global-sales-science-institute-and-ama-sales-sig-conference/https://dspace.lib.cranfield.ac.uk/handle/1826/18289Presented at but not included in the Proceedings of the 15th Annual Conference: Global Sales Science Institute, 8-11 June 2022, Frankfurt, GermanyPurpose — The purpose of this paper is to conceptualise an emerging B2B strategy known as account-based marketing (ABM). ABM is a mid-to-long-term strategy deployed by enterprise organisations to target, engage, and grow high-potential accounts. Design/Methodology/Approach — A mixture of academic and practitioner literature has been synthesised to create a tentative conceptual model of ABM. Findings — In ABM, digital technologies can be used to scale the engagement process, allowing selling teams to switch from targeting one account to many using pooled intelligence, smart resources, and automation. Originality/Value — This paper presents a conceptual model of ABM, whilst providing a foundation for future research.enAttribution-NonCommercial 4.0 Internationalhttp://creativecommons.org/licenses/by-nc/4.0/Account based marketingsales and marketing alignmentsales-marketing interfacerole of marketing in enabling the sales processsales automationConference paper