Enterprise ABM teams often face the challenge of doing more with less: managing multiple accounts, regions, and stakeholders while still delivering personalised, high-impact campaigns. In a recent discussion, Shimon Ben Ayoun, co-founder of SPOTONVISION, spoke with Julie Horville of Mirakl and Tamara den Hartog of SPOTONVISION about how they built a one-to-few ABM programme that scales across 14 enterprise retail accounts in EMEA. They will present the full case study at the European ABM Forum in Amsterdam on Thursday, 26 March 2026.
Start with alignment, not a list
Account selection was never treated as a marketing-only exercise. Julie Horville emphasises: “It’s not an isolated list, it’s a coordinated approach.” The shortlist of accounts was shaped collaboratively with sales and internal stakeholders to focus on those with the greatest potential, rather than simply the loudest demand or easiest fit.
She adds: “For me, it’s not ABM, it’s ABSM because sales are an integrating part of it.” This approach reflects an operating model where marketing and sales share priorities and work together from the outset.
Look for what buying groups share
Rather than segmenting solely by region or account tier, the team examined buying groups and personas across accounts, identifying shared challenges. Tamara den Hartog explains that this became the foundation for messaging:
“Relevance came from identifying common pain points, then building messaging around those pain points, rather than defaulting to generic industry or geography-based personalisation.”
This approach enables repeatable plays that remain credible—enough commonality to scale, with sufficient specificity to engage each account meaningfully.
Why the programme worked: surround sound
When asked which tactic opened doors most consistently, both Julie and Tamara stress that no single tactic was decisive. Julie says:
“It’s really the surround sound that we are doing throughout this entire set of tactics… that’s very powerful and this is what makes the difference.”
This surround sound was delivered through a layered approach, combining two core plays with three supporting execution streams. One play focused on awareness and warm entry points, the other on deepening relationships through executive and in-person experiences. Execution relied on digital channels, email sequences, and a longer-term journey driven by sales outreach and physical interactions. This “three-play ABM structure” illustrates the importance of thinking in orchestrated streams rather than isolated tactics.
Personalisation without chaos
Personalisation did not mean starting from scratch for each account. The focused account set allowed the team to make content and outreach more personal while keeping the programme scalable. Tamara notes:
“We have really looked for possibilities to make it as personalised as possible.”
Sales were fully aligned, recognising that marketing was building tactics that supported the same priority accounts and could be applied in real conversations.
Actionable takeaways
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Build target account lists collaboratively with sales from the outset.
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Segment buying groups by shared pain points, not only industry or region.
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Use one-to-few plays that balance awareness-building with relationship deepening.
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Think in orchestrated streams, not isolated tactics.
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Treat personalisation as a scalable design system, not a custom one-off each time.
Don’t miss Julie Horville & Tamara den Hartog live in Amsterdam
This case study goes beyond theory. Julie and Tamara will share how Mirakl and SPOTONVISION built a fully operational, scalable programme for 14 enterprise retail accounts across EMEA despite a small internal team, multiple stakeholders, and limited market presence. Attendees can expect practical insights on efficiency, clarity, repeatability, and lessons that can be applied in their own ABM programmes.
European ABM Forum
Amsterdam
26 March 2026