After over 20 years in sales and marketing and spending much of that time in senior leadership roles, I’ve seen B2B strategies come and go. But ABM (Account Based Marketing) is here to stay. Companies of all sizes are seeking better ROI, less marketing “waste,” and building genuine relationships with the customers who matter most. ABM delivers on those goals—especially when we keep things simple, practical, and focused on teamwork.
B2B sales cycles are complex. Deals now involve, on average, between 7 to 17 stakeholders, drawn out processes, and lots of internal evaluations and approvals. Recent research from Gartner shows that 75% of B2B buyers prefer a rep-free, digital sales experience, and that nearly 70% of the buyer’s journey is complete before reaching out to sales. This means marketing and sales must work together closely and use targeted strategies to cut through the noise and support multiple decision-makers. For more on the latest B2B buyer journey, visit the official Gartner B2B Buyer Journey resource.
Source Credit: Gartner- https://www.gartner.com/en/digital-markets/insights/marketing-trends-b2b-growth
Image credit: https://www.gartner.com/en/digital-markets/insights/marketing-trends-b2b-growth
By keeping account lists focused, outreach tailored, and teamwork strong, ABM helps navigate these complex cycles and deliver results businesses can count on.
What Makes ABM Different Today?
ABM Is About Focus, Not Just Volume
Instead of trying to get as many leads as possible, ABM helps marketing and sales teams work together to focus on the accounts most likely to buy and bring long-term value. I’ve seen firsthand how a smaller, well-chosen list leads to bigger wins than chasing every lead that comes in.
“If sales don’t understand why ABM is happening and the process and steps a lead has gone through to be classified as a marketing-qualified or sales-qualified lead… Then there’s no importance placed on it. If sales understand what’s happening and why, they’re much more likely to jump on those leads and close them.” — Joe Birkedale, CEO of Project36
Key Changes in ABM for 2025
1. More Personal Touches
ABM in 2025 is all about finding creative ways to connect. One campaign that stands out: sending personalized cupcakes with the prospect’s company logo to key decision-makers. This was more than a gimmick—response rates hit 80% when the initial target was just 20%. Small surprises like this can make your brand memorable within target companies.
2. Smarter Account Selection
Picking the right accounts is even more important. Successful teams use their own customer data to spot patterns—such as which industries tend to stick with your product, or what triggers a customer to look elsewhere. Start small, prove your model, and then scale up. I’ve rarely seen “big bang” ABM launches succeed without testing and adjusting along the way.
“You need to be realistic with what your program can achieve, what you can handle, and how far your budgets can reach. Start small, always.” — Joe Birkedale, CEO of Project36
3. Teamwork Between Marketing and Sales
When marketing and sales meet regularly, share goals, and plan together, ABM takes off. In my experience, weekly catch-ups and shared dashboards transform results. The best ABM programs turn closing the deal into a joint effort.
Practical ABM Strategies for 2025
Build Your Target Account List
- Use real customer data to see which companies are a great fit.
- Get agreement from both sales and marketing on which accounts to target.
- Understand who the decision-makers are and what matters to them.
Personalize Every Approach
- Tailor landing pages, emails, and even gifts to each company—not just by name, but by addressing their real pain points.
- After events or campaigns, follow up with information, case studies, and solutions that clearly link to what each account cares about most.
Use the Right Channels
- Don’t put all your eggs in one basket (like LinkedIn ads only). Use a mix:
- Smart email outreach
- Personal invitations to online or live events
- Retargeted ads based on account visits to your website
- Genuine, direct outreach by sales
Keep the Experience Consistent
- Make sure your tone, content, and offers are consistent across every point of contact.
- Everyone involved should know which accounts are in your ABM list and what stage they’re at.
Involve the Whole Buying Committee
Today’s deals often depend on more than one or two people. Make sure your content speaks to finance, tech, and end users—anyone who might have a say.
How to Measure ABM Success
It’s not just about how many people click an email. Some useful ways to see if your ABM is working:
- Are you talking to more decision-makers at your target accounts?
- Are your sales calls turning into real meetings more often?
- Is your sales cycle getting shorter or moving along more quickly?
“The most important ABM advertising metric is genuine engagement. You need to understand account-based engagement far more deeply than who clicked what and who downloaded what. Look for who’s spending time on the parts of your message that matter.” — Nick Mason, CEO & Founder at Turtl
Common ABM Challenges in 2025 (And How to Overcome Them)
| Challenge | Why It Matters | What to Do |
| Data Problems | Wrong accounts = wasted time and money | Regularly update target account data |
| Sales-Marketing Disconnect | Leads get ignored or misunderstood | Set joint KPIs and plan together |
| Scaling Too Fast | Hard to stay personal with too many accounts | Start with a pilot, then grow |
| Content Fatigue | Customers tune out reused messages | Refresh content with real examples, stories, and feedback |
Getting Started with ABM in 2025
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Agree on what “success” will look like. Is it meeting more decision-makers? Faster deals? Bigger accounts?
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Get all key teams on the same page. Regular meetings are crucial—don’t just “set and forget.”
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Pick a small list of target accounts, and focus on one or two simple creative ideas to reach them.
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Use feedback from both your target accounts and your own team to adjust as you go.
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Celebrate quick wins—these build buy-in for bigger ABM programs down the line.
Frequently Asked Questions (FAQ)
Q1: Is ABM only for large enterprises?
No, ABM works for companies of all sizes. If you have a list of high-value accounts you want to win or grow, ABM helps direct your resources where they matter most. Many small and mid-sized businesses start ABM with a handful of accounts and find it drives better results than “spray and pray” marketing.
Q2: How do I know if ABM is right for my business?
ABM is a great fit if your sales cycles are long or complex, your deals involve multiple stakeholders, and you’re focused on winning larger contracts—not hundreds of small leads. If your team can identify a clear profile of your “ideal customer,” that’s a good sign ABM could benefit you.
Q3: How long does it typically take to see results from ABM?
ABM is a focused, relationship-driven approach—so results may not come overnight. Most businesses see first signs of engagement or meetings within a few months, while significant pipeline or revenue growth is more commonly reported after 6–12 months of consistent effort.
If you need to connect with me feel free to reach me on this contact me form or on Twitter or LinkedIn