Deal-based Marketing: Accelerating high-value deals with the right strategy and AI

Deal-based marketing (DBM), or Pursuit marketing, has evolved from traditional Account-based Marketing (ABM), focusing on maximizing sales and marketing alignment for high-value (RFP) deals. This blog breaks down DBM into practical stages and insights on how we can position ourselves in this strategy, create value at each deal-phase and build on success. 

Inspired by the European ABM Forum 2026 masterclass led by Katrin Marquardt, Associate Director of ABM and Field Marketing Manager at Kyndryl, and Ulrike Wanner, Head of Account-Based Marketing Global Insurances at NTT DATA, I had a chat with these experienced Pursuit-marketing practitioners to dive deeper into this approach.

About DBM: A staged hyper-focused strategy

Deal-based marketing can be seen as an extension of ABM, focusing on individual deals rather than broader accounts. It closely aligns with the sales process, helping marketers shape conversations, differentiate offerings and reassure decision-makers during critical deal stages.

In short: the three stages of Deal-based marketing

The changing role of Marketers in the DBM process

In the DBM process, our role evolves as the deal progresses. Here’s a look at how marketers adapt.

Early Stage – Identifying and nurturing stakeholders:

In the Shape stage, we focus on identifying key stakeholders and nurturing relationships before the RFP is issued. We use ABM insights to ensure the right conversations happen with the right people, helping the sales team gain access to decision-makers early on.

Ulrike adds: “We leverage ABM insights to engage with the right stakeholders early, setting the stage for meaningful relationships.”

Middle Stage – Refining messaging:

In the Differentiate stage, we tailor our messaging to meet specific buyer needs. With an RFP in play, we must differentiate our solution quickly and clearly, ensuring it stands out from competitors.

Katrin reflects: “At this stage, our role is to make sure our solution’s unique value is instantly clear to the buyer, even under tight deadlines.”

Later Stage – Reassuring the buyer:

In the Reassure stage, we help reinforce the buyer’s confidence by providing evidence-based content like case studies or testimonials, ensuring the buyer feels secure in their decision.

Ulrike highlights: “At this point, we focus on reassurance, showing the buyer, they’ve made the right choice with trust-building content.”

How AI can support and accelerate DBM

As both the goals and marketing’s role change, different AI-agents and tools help us at different stages of DBM:

• Shape: Early-stage AI can provide deep insights into accounts and decision-makers, helping shape the messaging.
• Differentiate: During the active RFP stage AI assists in evaluating RFPs and streamlining responses, ensuring clarity and focus on the buyer’s unique needs.
• Reassure: At the final stage AI can help analyse past successful case studies and provide data-driven content for the final push.

As Katrin points out: “AI helps us analyse deal material quickly, allowing us to focus on what really matters in the RFP process.”

Pursuit marketing: essential qualification criteria

Not all deals are suited for this hyper focused marketing approach.

Ulrike wisely puts it: “Having an account plan in place is non-negotiable, if it’s missing, it’s a no-go. And if sales are hesitant about the commitment, that’s a clear red flag.”

To make the most of DBM efforts, establish and stick to clear qualification criteria. This ensures that the deals you pursue with DBM are the right fit for both you, your company and the buyer.

Key elements to consider:

• Existing customers: Focus on opportunities where you have an established relationship. Upselling and cross-selling within existing accounts is a high-value pursuit.
• Internal commitment: Ensure that the broader sales team is fully committed to you helping the pursuit. From leadership to bid-teams and legal or procurement during the later stages. Without their active involvement, DBM efforts can lose momentum.
• Due diligence: Thoroughly assess the opportunity before diving in. Understand the buyer’s needs, challenges and potential objections to better tailor your approach.

Katrin shares from a Marketers perspective: “Every deal is unique. We learn from each one and continuously improve our approach, but we always stay focused on adding value at every stage.”

Building upon DBM success: Leveraging knowledge and collaboration

Once a deal is successfully closed, it’s important to build upon your DBM success for future opportunities. This requires creating a repository of best practices, success stories and insights gathered from past deals. So, you can replicate it in future pursuits.

Other ideas for scaling DBM:

• SWARMS (cross-functional teams): When facing challenges, create a ‘swarm’ of experts from different departments (e.g., product, content, solutioning) to come together and brainstorm solutions.

As Katrin states the value of SWARMS within Kyndryl: “When you get stuck, it’s invaluable to pull in colleagues from across the company to gain fresh perspectives.”

• Center of Excellence (CoE): Establish a CoE for DBM, where you can continually refine processes, gather feedback, and share successful tactics with other teams across the organisation.

Ulrike’s reflection on how NTT DATA is implementing DBM at scale is a great example: “We are considering making DBM an independent function alongside ABM, not just an extension. It’s about leveraging our learnings and expanding them beyond a single deal.”

Wrapping up: the deal on Deal-based Marketing

However highly dynamic, deal-based marketing is an essential strategy for marketers looking to influence high-value deals. By aligning closely with sales, leveraging ABM insights and incorporating AI, marketers can help their teams navigate the pursuit process and close deals faster.