Account-based marketing (ABM) is transforming as B2B markets shift. At MarTech Spring 2025’s panel, ABM is Shifting. Is Your Strategy Keeping Up?, moderated by Steve Armenti of Twelfth, experts Brittany Hamer and I shared strategies to adapt ABM for today’s landscape, focusing on data, targeting, collaboration, and metrics.
Why ABM is Changing
ABM is no longer just for lead generation—it’s a core go-to-market strategy. Evolving buyer behaviors and technology demand sales-marketing alignment, robust data use, and hyper-personalized account experiences.
Key Takeaways
1. Data Hygiene and Enrichment
Why it matters: Clean, accurate data is ABM’s foundation. Poor data ruins campaigns.
Solution: Implement governance for data accountability. Use enrichment tools (smart forms, CRM integrations) for real-time validation.
Tip: Conduct regular data audits and enrich incomplete records.
2. Precision Targeting
Why it matters: Effective ABM hinges on reaching the right personas.
Solution: Segment by decision-making roles, not just job titles. Use LinkedIn Sales Navigator or people-based advertising (PBA) for contact insights. Leverage engagement, technographic, and intent data.
Tip: Use PBA platforms like RollWorks to retarget engaged contacts via LinkedIn Ads.
3. Measuring Success
Why it matters: Vanity metrics (clicks, impressions) don’t show ABM impact.
Solution: Track pipeline influence, conversion rates, contact coverage, and account engagement. Share data with sales for timely outreach.
Tip: Set clear KPIs for engagement and monitor pipeline from first touch to close.
4. Sales and Marketing Alignment
Why it matters: Misaligned teams doom ABM efforts.
Solution: Foster shared goals and feedback loops. Marketing refines strategies with sales insights; sales leverages marketing handoffs.
Tip: Hold weekly syncs to review target accounts and challenges.
5. ABM Beyond Acquisition
Why it matters: Limiting ABM to top-funnel misses opportunities.
Solution: Use ABM for cross-selling and retention to build long-term account relationships.
Tip: Create ABM campaigns to nurture and upsell existing customers.
The Future of ABM
ABM is a revenue-driving strategy requiring innovation. Prioritize data hygiene, precise targeting, team alignment, and full-funnel application. Watch the full MarTech panel with a free pass for deeper insights.
