ABM success at Fujitsu didn’t happen overnight. Account-Based Marketing (ABM) is often talked about as a modern strategy, but for companies like Fujitsu, it’s been a journey nearly a decade in the making. Ahead of the European ABM Forum, I had the pleasure of sitting down with Andrea Clatworthy, Director and Head of Europe Marketing Transformation at Fujitsu, and Marjut Herranen, Customer and Team Lead at Luxid Group, to talk about what it really takes to achieve ABM success at Fujitsu – and why being brave is more important than ever.
ABM at Fujitsu: a decade of learning and evolution
Andrea has been pioneering ABM at Fujitsu since 2014, focusing on Strategic ABM and what they call Deal-Based Marketing (DBM) – also known as Pursuit Marketing. What started as an emerging tactic has now evolved into a core part of Fujitsu’s go-to-market strategy, fully embedded into how they serve their most important clients.
But with that journey comes lessons, war stories, and ongoing challenges.
“Our biggest challenge? The speed and complexity of customer decision-making – larger buying groups, more stakeholders, more noise. How do you break through? That’s where ABM becomes essential.” – Andrea Clatworthy
Key challenges (then and now)
- Bigger buying groups, more complexity: Customers today are more informed but also overwhelmed. ABM must cut through that noise with relevance and personalization.
- Internal alignment and supply/demand: More account teams want ABM that can be served, and budgets are always a challenge.
- Talent and ecosystem maturity: While talent used to be a hurdle, the ABM ecosystem has matured, with better agencies and more skilled professionals.
“Back in the day, everyone said they did ABM, but it was mostly ABM-washing — now we have real expertise, but you still have to be selective.” – Andrea
Why bravery drives ABM success at Fujitsu
One of the strongest messages Andrea delivered is the need for bravery in ABM. Here’s what she means:
- Brave in conersations with sales – Come to the table as equals. Don’t ask, ‘What do you want?’ Bring insights, bring strategy. Be a peer, not a service provider.
- Brave in creativity and tactics – Think beyond generic tactics. Human connection, creative strategies, and yes, sometimes, a dinner with the customer. AI can’t replace that.
- Brave in measurement – Don’t get stuck on vanity metrics like clicks. Focus on real progress and relationships over time – and have the courage to say when something isn’t working.
The role of AI in modern ABM: where it helps and where it can’t
While many talk about AI as a silver bullet, Andrea and Marjut provide a more realistic and actionable perspective:
AI helps with:
- Fast desk research to generate insights.
- First drafts of messaging, content, and communications.
- Scaling personalization when refining assets.
But it can’t replace:
- Human creativity and emotional intelligence.
- Unique, bold ideas that require outside-the-box thinking.
- Relationship building and trust.
“AI can’t take your customer out for dinner. Relationships still matter in B2B, and always will.” – Andrea
How hybrid strategy supports ABM success at Fujitsu
Interestingly, ABM is part of a hybrid strategy at Fujitsu. While ABM is deeply embedded in field marketing, brand and thought leadership continue to play a crucial role:
“Brand opens doors or closes them. You still need global thought leadership – but ABM makes it relevant to the customer sitting across from you.” – Andrea
Three golden ABM lessons from Andrea Clatworthy
If you’re starting (or restarting) your ABM journey, Andrea’s advice is clear:
- Get strong sponsorship – especially from sales leadership.
- Choose accounts wisely – focus on the ones that matter most.
- Be brave – in everything, from aligning with sales to creative execution and performance measurement.
“ABM isn’t a silver bullet. It’s a journey. And you have to set expectations for long-term success – not quick wins.”
What to expect at the European ABM Forum
In their joint session, Andrea and Marjut will dive deeper into:
- Three real-world ABM case studies from the UK and Finland.
- How Fujitsu handles early engagement, stakeholder alignment, and measuring ROI.
- The balance between AI tools and human creativity – with concrete examples.
- Tips on resourcing and account selection.
- And why being bold (and sometimes daring) in your ABM strategy pays off.
Don’t miss Andrea and Marjut live on stage at the European ABM Forum!
If you’re ready to learn from one of the longest-running programmes in Europe, ABM success at Fujitsu offers a rare opportunity to see long-term results in action. Gain real insights and get inspired to elevate your own ABM game – this is a session you don’t want to miss. Book your ticket now!