Incorporating pursuit marketing to ABM: Insights from Nick Panayi, CMO at Amelia - Ascent Conference

Incorporating pursuit marketing to ABM: Insights from Nick Panayi, CMO at Amelia

Our second Spotlight event of the series centered on SaaS marketing is fast approaching, and before we introduce you to the company leaders and speakers who will grace the event, we will first give you an overview of another concept related to ABM, one of the key themes of the conference. 

Winning Deals through Pursuit Marketing

More businesses are taking the big leap of understanding and applying pursuit marketing as an integral part of their overall marketing strategy. Pursuit marketing is defined by SalesOutcomes as a “hyper-focused technique used to develop critical understanding of and rapport with decision makers.” Pursuit marketing is basically used as support for when there is a potentially large deal about to be made. That said, specific tools and tactics are used to boost a brand until such a deal is made such as strengthening brand messaging and the use of brand-exclusive promotional tools.

But pursuit marketing is not for the faint of heart – business leaders must first make sure that their organization is strong (or at least improving) in terms of its ABM capability. Speaker Nick Panayi of Amelia gives us a headstart about his upcoming talk on the emergence of ABM in the modern world, and how businesses can prepare before adding pursuit marketing into their ABM sales and marketing formula. 

  • So pursuit marketing beyond ABM – could you give us a 30-thousand-foot view of what you’ll be discussing?

ABM has been around for a long time, and it’s something that makes logical sense to people[to really focus on a single account at any particular point in time. So think about a single account as a market of one – the more focused you are, the better your marketing will be, because you are guiding everything towards a single decision committee, or buying committee or company, and that makes all the sense in the world. 

But at the same time, we always have a challenge of getting the attention of the sales team. The attention of the sales team is hard to get except when there’s a deal on the line, which is why in the past, I’ve kind of guided my teams to think about ABM as really pursued marketing, which means if there’s a deal on the line and it is strategically important, sales is paying attention – and when sales is paying attention is when you can do your best marketing. So ABM is good conceptually, but I think it gets sharper and sharper as you get closer to a deal, because the sales people are paying attention to you.

  • I noticed one of your talks about pursuit marketing around nine-figure deals. How does it change when you go from, say, a seven-figure deal to a nine-figure deal? And how does that change the process?

It doesn’t. It depends on the company. It’s all relative. So if you’re in a small company, it may be a five-figure deal, but it’s the most important deal. You have a month, a week, a year – it depends. So the most important set of deals is usually the handful of deals that the sales team is trying to close that month [or that] quarter. Those are the deals you should focus on. I am talking about big, big deals because I was with a very big company, and you know, it was a multi-billion-dollar situation. Sure, that gets people’s attention. But even a smaller company has a handful of deals that they have to close in a quarter or even a year, and a handful of deals that would make a salesperson’s quarter or year. That’s when they’re at their most attentive, and that’s when you would want marketing and sales to work together.

  • So you’ve been in charge of brand, in charge of demand, in charge of digital, all marketing aspects. In a smaller company with a limited budget, where do you start? 

If we’re talking about step number 1 – meaning there’s nothing in place or whatever you have in place – step number 1 is really building that relationship with sales because I think that stage between sales and marketing is the most important stage in business. But also, this concept of pursuit marketing in ABM is important as well. I would start there because that’s where money gets made. That will, in essence, start to impact other areas because when you want to do good marketing with the sales team in a pursuit type of opportunity, this causes you to do better content, because you have to do better targeting and better analytics. So that will have a positive side effect in pretty much everything else that you do.

But I would start with the sales and marketing relationship – and that should be one with respect, which is very hard to get between the two entities usually. But once you have respect and communication, everything else can work from there.

  • Is there anything more you would like to add about pursued marketing?

A lot of people ask me when I talk about pursuit marketing, “what should we do” or “how should we handle it”, and I always say to just start now. Even if it’s just one pursuit or one deal. You have to prove to the organization that sales and marketing can work together to do a bespoke campaign and close a deal. But all it takes is one deal – once you do that, you can prove to yourself that you can expand it to two or three deals. So you don’t need a big ABM team or a big-person marketing team. You just need one strategic deal and one smart marketer working with sales – just get started, is my point.

See all of the Spotlight on Marketing speakers and save your spot for May 19th.

Privacy Notice

This privacy notice discloses the privacy practices for ( This privacy notice applies solely to information collected by this website. It will notify you of the following:

  • What personally identifiable information is collected from you through the website, how it is used and with whom it may be shared.
  • What choices are available to you regarding the use of your data.
  • The security procedures in place to protect the misuse of your information.
  • How you can correct any inaccuracies in the information.

Information Collection, Use, and Sharing

We are the sole owners of the information collected on this site. We only have access to/collect information that you voluntarily give us via email or other direct contact from you. We will not sell or rent this information to anyone.

We will use your information to respond to you, regarding the reason you contacted us. We will not share your information with any third party outside of our organization, other than as necessary to fulfill your request, e.g. to ship an order.

Unless you ask us not to, we may contact you via email in the future to tell you about specials, new products or services, or changes to this privacy policy.

Your Access to and Control Over Information

You may opt out of any future contacts from us at any time. You can do the following at any time by contacting us via the email address or phone number given on our website:

  • See what data we have about you, if any.
  • Change/correct any data we have about you.
  • Have us delete any data we have about you.
  • Express any concern you have about our use of your data.


We take precautions to protect your information. When you submit sensitive information via the website, your information is protected both online and offline.

Wherever we collect sensitive information (such as credit card data), that information is encrypted and transmitted to us in a secure way. You can verify this by looking for a lock icon in the address bar and looking for “https” at the beginning of the address of the Web page.

While we use encryption to protect sensitive information transmitted online, we also protect your information offline. Only employees who need the information to perform a specific job (for example, billing or customer service) are granted access to personally identifiable information. The computers/servers in which we store personally identifiable information are kept in a secure environment.

If you feel that we are not abiding by this privacy policy, you should contact us immediately via telephone at 202-256-9707 or [email protected].