Stop marketing to everyone. Win the accounts that matter.

Traditional lead generation starts broad and narrows down over time. Account-based marketing (ABM) turns that approach on its head. Instead of starting with leads, you identify the accounts that matter most, understand what is important to them, and focus sales and marketing effort on building the credibility and relationships needed to win them.

Read the full guide to ABM

Most organisations generate a disproportionate amount of revenue from a relatively small number of customers. The challenge is knowing which accounts deserve the greatest investment of time, budget and effort. If your sales team is focused on winning larger opportunities, buying decisions involve multiple stakeholders, or opportunities take months rather than weeks to develop, ABM can help focus effort where it will have the greatest impact.

AWX Marketing combines 25+ years of client-side B2B marketing experience with a practical, commercially focused approach. Having worked alongside sales teams, operational leaders and senior decision-makers, Amanda Weekes brings experience spanning strategy, implementation and delivery, not just recommendation.

As a Chartered Manager and Fellow of both the Chartered Institute of Marketing and Chartered Management Institute, she combines management expertise with deep marketing knowledge.

Every organisation starts from a different place. Some need help deciding where to focus, while others need support building or delivering an ABM programme. AWX Marketing shapes support around your goals, accounts and resources, through three ABM packages: ABM Essentials, ABM Enhanced and ABM Complete.

You don't need to decide that on your own. AWX Marketing offers an initial no-obligation conversation to understand your goals, challenges and priorities before recommending the most appropriate next step. For some organisations that may be ABM Essentials to build strong foundations, while others may be ready for the additional support of ABM Enhanced or ABM Complete.

ABM is a long-term strategic programme, not a quick-win campaign. Building credibility, relationships and trust within priority accounts takes time, which is why most programmes run for at least 12 months.

Success starts with clear objectives, milestones and measures, helping organisations track progress and celebrate early wins while building towards longer-term growth. The greatest value comes from consistent focus over time.

Sales involvement is fundamental to successful account-based marketing. ABM works best when sales, marketing, senior leaders and operational teams are aligned around the same priorities, accounts and objectives.

Building that alignment is a key part of the AWX Method. The aim is to create a shared understanding of where to focus, what success looks like and how different teams contribute to achieving it.

AWX Marketing works with organisations of many sizes. The common factor is not headcount or turnover, but ambitious growth goals and the need to focus effort where it will have the greatest impact.

The best fit is usually organisations with a sales team, longer buying cycles and opportunities that depend on building relationships with multiple stakeholders over time.

AWX Marketing is based in Hertfordshire and works with organisations across the UK. Support can be delivered remotely, in person, or through a combination of both depending on what works best for the organisation.