Background

Adam holds a BA (Hons) in Marketing from the University of Bedfordshire, where he was also awarded the Dean's Prize for "Being the Best Student in the Marketing Field" for his year, and an MSc in Strategic Marketing from Cranfield University, where he has gone on to win the Vice-Chancellor's Prize for "Being the Most Outstanding Taught Course Student of the University".

Current activities

Adam is currently engaged as a Doctoral Researcher at Cranfield School of Management, having started his PhD in Leadership and Management in February 2021, with a focus on strategic marketing.

Adam also brings significant practical experience to Cranfield, having worked in the field of B2B marketing within the construction industry for 5 years, before joining the university. His areas of specialism include B2B marketing, digital marketing, content marketing, social media, and email marketing.

Adam’s proposed PhD topic focuses on a developing B2B marketing strategy, known in the world of practice as account-based marketing (ABM). His exploration, thus far, has led him to consider how ABM can be implemented as a strategy in B2B organisations, including the enablers and barriers associated with this process, along with the use of frontier technologies to make the strategy more scalable and dynamic.

This topic builds upon the research Adam completed for his MSc thesis project, which focused on how ABM can be used to support key account management practice, in order to open up effective lines of dialogue with senior executives in the customer (i.e. the C-suite).