ABM programmes are said to fit one of three categories; one-to-one, one-to-few and one-to-many. In practice, each Sherpa ABM programme takes the approach it needs to take - and often that's a blend of differing intensities of approach - dependent on the objectives.

In our blended approach, we start with a segmented, and often intent-led target account set and the accounts self-select what level of account based marketing they are relevant to, based on their engagement. In this way, the resource and the budget is allocated to accounts showing most promise.

Find out whether a blended account based marketing approach is best for you by contacting us.