Account based marketing is more than a buzzword. In this video, Mats from Implement Consulting Group and Andrea from Wavin explore how to align sales and marketing to create real commercial impact. Viewers will gain practical insights on when, why and how to implement ABM effectively in B2B organisations.

Why account based marketing matters

Account based marketing, or ABM, helps companies bridge the traditional gap between sales and marketing. Instead of broad campaigns, ABM focuses on high-value accounts with personalised, data-driven outreach. The approach enables teams to collaborate on shared goals, improving engagement, conversion and customer loyalty.

From strategy to execution

The video explains how Implement Consulting Group supported Wavin in building ABM capabilities. Starting with pilot projects in the UK and Germany, the teams tested targeted campaigns aimed at architects and developers. By combining sales insights with marketing automation, Wavin learned to identify the right stakeholders and nurture relationships that drive measurable growth.

Lessons from collaboration

Andrea Rubiano shares how ABM changed the way Wavin’s global and local teams work together. The focus shifted from volume to relevance, demanding deeper alignment across marketing, sales and product. Her advice to others is to start small, learn fast and be patient. ABM is not about short-term wins but about building trust and creating long-term business value.