Looking for real-world ABM success in an enterprise setting? At the upcoming European ABM Forum in Amsterdam, Sascha Steiner, ABM Lead at T-Systems, will share how he launched an Account-Based Marketing programme from scratch. His journey from a single pitch to a fully scaled pilot is a strong example of ABM success at T-Systems.
This session offers a behind-the-scenes look at launching ABM in a complex B2B organisation. You’ll learn how to build internal buy-in, run a pilot, and generate business results and deeper client relationships.
From pitch to pilot: the ABM success journey
Sascha’s journey started with a fresh approach. Instead of reacting to sales requests, he prioritised proactive planning, strategic client insights, and early collaboration with sales.
“The key was to start small but bold,” Sascha explains. “We picked a few important accounts, proposed a low-risk pilot, and proved its value before scaling.”
Gaining leadership buy-in for ABM
Winning over senior stakeholders was a crucial step in achieving ABM success at T-Systems. Sascha focused on aligning his approach with the company’s strategic business goals, showing how ABM could directly contribute to sales growth. He supported his case with examples of how competitors were already succeeding with ABM, creating a sense of urgency. Instead of asking for a big upfront investment, he proposed a low-risk pilot – offering leaders a way to explore the potential of ABM without major commitment. This combination of strategic alignment, external validation, and a safety net helped secure the green light.
Building the right ABM team
Once leadership was on board, Sascha turned his attention to assembling a team that could bring the vision to life. He looked for a healthy mix of experience levels, from B2B sales professionals and seasoned ABMers to creative marketers who could think beyond campaigns. What really made the difference was the balance of strategic thinkers and hands-on executors – people who could switch between big-picture planning and detailed delivery. He also encouraged collaboration through co-lead structures, where team members could challenge each other and refine ideas. This startup mentality, brought into a corporate setting, was key to building momentum.
Lessons from enterprise ABM success
Running ABM at T-Systems required navigating internal structures and engaging high-level clients.
“Our clients are often domain experts. Without preparation, you’ll lose credibility,” Sascha explains.
His success came from deep research, cross-functional teamwork, and tailored messaging.
High-impact client experiences
To make ABM success at T-Systems tangible, the team went beyond traditional marketing. In 2023, they organised a co-creation workshop series at various innovation hubs, tailored for key clients. One initiative stood out: the client was so engaged with the ABM team’s approach that they invited them to present at a two-day Top 200 Leadership event by the Baltic Sea. With no ABM budget used – only travel costs and solid preparation – the team led three of the six breakout sessions. Nearly every leader attended at least one session, and the impact on the relationship was long-lasting.
5 tips for your own ABM success
Sascha’s top tips for launching ABM:
- Start small, prove results
- Align with business goals
- Be confident
- Stay agile
- Use strong client stories to build trust
Join the ABM Forum
Ready to learn from ABM success at T-Systems? Don’t miss Sascha Steiner at the European ABM Forum in Amsterdam on April 3rd.
Every ABM journey starts with a single pilot. Learn how to make yours count.