Is your ABM strategy keeping up with the times?

Account-based marketing (ABM) strategies have undergone significant transformations in recent years. Businesses are reimagining their approaches to thrive in today’s competitive B2B marketing landscape. The recent panel discussion “ABM is Shifting. Is Your Strategy Keeping Up?” at the MarTech Spring Conference brought together industry experts to tackle this pivotal topic. 

Moderated by Steve Armenti of Twelfth, the panel featured fractional ABM consultant Brittany Hamer and me. Together, we provided actionable insights on evolving ABM strategies based on data governance, precision targeting, collaboration and measuring success. If you missed the session, don’t worry! I’ve got you covered with the key highlights. 

Why ABM strategies are entering a new era 

The past decade solidified ABM as a mission-critical component of B2B marketing, but as customer behaviors, technology and markets evolve, so must strategies. The panel emphasized that ABM is no longer about running tactical campaigns for lead generation at the top of the funnel — it’s now central to a business’s go-to-market strategy.

This new era calls for better alignment between sales and marketing, the use of data across its lifecycle, and the delivery of hyper-personalized experiences to accounts. Here are the key takeaways from the session to elevate your ABM approach. 

1. Data hygiene and enrichment are non-negotiable 

Data is the heart of every ABM strategy, which is why bad data can wreak havoc on campaigns. This is where data hygiene comes in. It’s the practice of keeping clean, accurate and up-to-date data, foundational for ABM success. Clear accountability and governance practices are essential, ensuring that marketing and sales teams are aligned on capturing, validating and managing data. 

Also, using data enrichment tools is a smart way to optimize operations. By investing in systems that verify and enhance data quality in real time, organizations can save costs and avoid wasted marketing efforts. Tools like smart forms, data enhancement platforms and CRM integrations can significantly improve targeting accuracy. 

Actionable ABM tip: Consider running regular data audits and using enrichment solutions to validate incomplete records while capturing new, valuable insights. 

Dig deeper: Creating personas for account-based marketing (ABM): Best of the MarTechBot

2. Precise targeting is key 

Precision targeting is what makes an ABM campaign successful. But how do you effectively target when job titles vary across industries? Try segmenting markets and focusing on decision-making personas rather than generic demographics. Tools like LinkedIn Sales Navigator and people-based advertising (PBA) can give deeper insights into reaching the right contacts within complex organizations. 

Consider your ideal customer profiles (ICPs) and go beyond firmographics or industry verticals when segmenting. Using engagement, technographic and intent data will help you hone in on the right accounts and create tailored interaction points.

Actionable ABM tip: Explore PBA tools or platforms like RollWorks for contact-level insights and retarget individuals who engage with your content through LinkedIn Ads or other pipelines. 

3. Measuring success: What really matters in ABM? 

When measuring ABM campaign performance, go beyond vanity metrics like impressions or clicks. Instead, the focus should be on pipeline influence, conversion rates and engagement metrics. Key indicators, including contact coverage, account engagement and contacts reached, provide a true picture of how a campaign is performing. 

Another critical aspect mentioned was collaboration with sales. Sharing engagement and activity data with sales teams ensures timely and personalized outreach, creating a seamless experience for potential prospects. 

Actionable ABM tip: Define crystal-clear KPIs for engagement and establish processes to track pipeline impact influenced by ABM campaigns, from first interaction to closed deals. 

Dig deeper: How to find your next, best customers with ABM

4. Sales and marketing alignment is the game-changer 

Another key evolution in ABM is the emphasis on sales and marketing alignment. Without clear communication and shared goals between teams, ABM efforts can fail. 

Cross-department collaboration ensures that sales and marketing work toward the same targets. Establish a cohesive feedback loop where sales provide real-time insights to improve marketing strategies and marketing handoffs set the stage for confident sales engagements. 

Actionable ABM tip: Schedule weekly sync-up meetings between marketing and sales teams to discuss progress on target accounts, challenges and follow-ups. 

5. ABM beyond the top of the funnel 

Restricting ABM to the early stages of acquisition can be unnecessarily limiting. Extend the use of ABM strategies to cross-sell and retain current customers. By understanding the entire buyer’s journey, businesses can tap into ABM’s potential and foster long-term relationships with accounts. 

Actionable ABM tip: Develop ABM initiatives geared toward nurturing existing customers while upselling or cross-selling additional products they’ll find valuable. 

Dig deeper: Why account-based expansion is B2B’s next growth lever

The future of ABM strategies

The MarTech Conference’s ABM panel discussion made one thing clear: ABM is no longer just a marketing framework — it’s a revenue-driving go-to-market strategy requiring constant innovation. From fine-tuning your data practices to aligning your teams and using new tools like people-based advertising, these practical strategies can help your organization tap into ABM’s full potential. If you are interested in watching the ABM discussion, register for your free pass and watch anytime.

Need an edge in defining your next ABM strategy? Be bold, adapt and commit to systematic collaboration — and your strategy will keep up and lead the charge. 

Dig deeper: The small B2B marketing team’s guide to ABM