Account-Based Marketing (ABM) has firmly established itself as a cornerstone of B2B success in 2025. With 87% of B2B marketers reporting that ABM delivers higher ROI than traditional marketing methods, it’s clear that this targeted approach is more effective than ever. Companies leveraging ABM are seeing as much as 208% more revenue from their marketing efforts, highlighting its unmatched impact on the bottom line. Today, 70% of B2B organizations have adopted ABM as a core strategy, and 65% use specialized ABM platforms to manage account data and execute campaigns. As a result, the ABM tech market is expected to grow steadily by 12% annually through 2030. Keep reading to learn everything about Account Based Marketing and how it can help you to increase your business to 10X.
What
Is an Account Based Marketing Strategy?
An account based marketing strategy
(ABM strategy) is a targeted B2B marketing methodology that focuses resources
on a defined set of high‑value accounts rather than broad lead generation. It
is also referred to as ABM account based marketing or ABM marketing. By
aligning sales and marketing, customizing messaging and coordinating campaigns
across channels, the account based marketing strategy improves pipeline
velocity and deal size.
Key components of a successful ABM strategy
include:
- A clearly defined list of target accounts
- Personalized content and communications
- Tight alignment with sales
- Multi‑channel execution across social, email, ads and
events
- Use of ABM platforms to manage targeting,
personalization, tracking
Imagine you're selling lemonade, but instead of shouting to everyone in the neighborhood, you make a list of 10 houses where you know people love lemonade. You find out what flavors they like, write their names on the cups, and deliver a special message just for them. You also tell your friend (your "sales team") exactly when to knock on their doors. That way, you're not wasting time on people who don’t want lemonade, and you're much more likely to make a sale.
You then create special ads just for each group. For the racing gamers, you show cool steering wheels and pedals. For the shooting gamers, you show high-precision gaming mice. You also send them emails that talk about their favorite games and offer discounts on the gear they actually use.
At the same time, your teammate (your "sales team") reaches out to them directly on LinkedIn or email to start a friendly chat.
You’re not just advertising to random people—you’re talking directly to the gamers who are most likely to buy. That’s how ABM works in the digital world: focused, personalized, and way more effective.
Why
ABM Works So Well?
Account-Based Marketing consistently delivers
stronger results compared to traditional marketing strategies. Marketers who
use ABM often see significantly better outcomes across the board:
·
Higher ROI:
Most marketers agree that ABM outperforms other types of marketing when it
comes to return on investment.
·
More
Revenue: Companies that implement ABM typically generate more than
double the revenue from their marketing efforts.
·
Larger Deals
& Better Conversions: Businesses report that ABM helps close
bigger deals and improves conversion rates by as much as 40%.
·
Faster Sales
Cycles: ABM also speeds up the sales process, shortening cycles by up
to half and increasing the speed at which opportunities move through the
pipeline.
The key to ABM’s success? It focuses on
high-value accounts—those most likely to convert and generate strong returns.
Instead of casting a wide net, ABM concentrates resources where they’ll have
the greatest impact—leading to results up to 10 times better than mass
marketing.
ABM
Marketing vs Traditional Lead Generation
Traditional lead generation relies
on volume and generic content. If you run ads only but see no sales, you are
wasting budget. That scenario is common when generic ads attract cold contacts
without alignment to buying teams. In contrast ABM marketing focuses on
specific accounts, building relationships via personalization, alignment, and
select content across ABM platforms.
A scenario: you advertise broadly on
LinkedIn and Google Ads for months with no conversions. That occurs because
your messaging is not tailored, targets are too broad, and sales alignment is missing.
Shifting to account based marketing strategy enables targeting decision makers
at those accounts with personalized campaigns and content, working via email,
LinkedIn, events and ads to move intent.
Core
ABM Strategy & Key Tactics That Drive Results
A strong Account-Based Marketing (ABM) strategy
relies on a set of focused tactics designed to engage high-value accounts with
precision and impact. Here’s how to build and execute an effective ABM approach:
1.
Identify Your Ideal
Customer Profile (ICP): Use firmographic and technographic data to
pinpoint your most valuable target accounts. ABM platforms can help streamline
this process and ensure accuracy.
2.
Create
Hyper-Personalized Content: Tailor your outreach with content that speaks
directly to each account, think customized proposals, personalized case
studies, or even one-on-one video messages.
3.
Engage Across
Multiple Channels: Run coordinated campaigns using personalized
emails, LinkedIn outreach, targeted display ads, direct mail, and exclusive
event invitations to keep your brand top of mind.
4.
Align Sales and
Marketing Teams: Ensure both teams work together on messaging and
follow-up to deliver a seamless and consistent experience throughout the buyer
journey.
5.
Track Engagement
and Optimize: Monitor how each account interacts with your content and
campaigns using your ABM platform. Use these insights to refine messaging and
improve results over time.
By combining these tactics into a cohesive
strategy, you can create more meaningful interactions that lead to higher
engagement and better conversion rates. And with the support of ABM platforms,
managing and scaling these efforts becomes significantly more efficient.
What
ABM Platforms Do, And Why They’re
Essential?
ABM platforms are the backbone of a successful Account-Based Marketing
strategy. They bring together the tools needed to plan, execute, personalize,
and measure campaigns at scale, making it easier to focus on the accounts that
matter most.
Here’s what ABM platforms typically offer:
·
Unified Data Integration: Bring
together data from your CRM, intent signals, and firmographics to get a
complete view of each target account.
·
Targeting and Scoring: Identify
and prioritize high-value accounts using intelligent scoring models and
real-time insights.
·
Personalization at Scale: Access
tools for creating dynamic content, personalized email templates, and even
custom videos tailored to each account.
·
Multichannel Campaign Orchestration:
Seamlessly coordinate outreach across email, LinkedIn, display ads, and more, all
from one platform.
·
Performance Dashboards: Track
key metrics like ROI, pipeline progress, and account engagement to understand
what’s working and where to optimize.
Leading ABM platforms such as Demandbase, Terminus, 6sense, and RollWorks help
marketing and sales teams stay aligned, manage target accounts more
effectively, and deliver personalized experiences that drive results. In fact,
over 65% of B2B marketers today rely on these platforms to power their ABM efforts.
Account
Based Marketing LinkedIn & Multi‑Channel Approach
Account based marketing linkedin
outreach is a key channel in ABM marketing. LinkedIn allows direct engagement
with target accounts via sponsored content, InMail, and organic social. It
works hand in hand with email and display advertising to reinforce messages
across multiple touch points.
An successful account based
marketing approach uses LinkedIn to surface personalized content and follow‑ups
for key decision‑makers at target accounts. This fills gaps where email alone
might be filtered or ignored. Combining LinkedIn with display ads, personalized
email, and phone outreach yields a seamless multi‑channel experience.
ABM
Lead Generation in Detail
ABM lead generation differs from
traditional lead gen by focusing on account-level contacts rather than high
lead volume. There are three main stages:
- Account Identification: use ABM platforms to identify
high-value target accounts using firmographic and intent data.
- Contact Outreach: personalize outreach to relevant
stakeholders via email, LinkedIn, direct mail, ads.
- Engagement Measurement: track content engagement, site
visits, content downloads, calls scheduled. Then hand off to sales for
follow-up.
By focusing on recommended contacts
in key accounts and using personalization, ABM lead generation yields highly
qualified, high-value pipelines. Most firms report faster sales cycles and
larger deal sizes when using ABM lead generation compared to broad campaigns.
Account
Based Marketing Strategy for B2B
Account based marketing b2b firms
are especially suited to ABM because deal sizes, sales cycles, and account
value justify personalization. ABM marketing aligns well with enterprise sales
and long sales cycles. B2B companies using account based marketing strategy see
stronger alignment between sales and marketing, higher retention and upsell
potential.
Leading B2B organizations report a
36 percent higher retention rate and 35 percent uplift in lifetime value via ABM
strategy.
Real‑Life
Account Based Marketing Examples
Here are two real‑life account based
marketing examples that illustrate effect:
Example 1: Enterprise SaaS provider
A SaaS vendor used ABM platforms and
an account based marketing strategy to target 50 Fortune‑500 companies. They
used personalized landing pages, custom decks, and LinkedIn outreach. Within 6
months they achieved a 50 percent higher win rate, 40 percent shorter sales
cycle, and deal sizes 171 percent above average. That is ABM marketing in
action.
Example 2: Mid‑market B2B services
firm
Another firm implemented ABM lead
generation using intent data and ABM platforms to target 200 accounts. They saw
pipeline velocity increase by 20 percent and revenue generated by marketing
doubled compared to the prior year. This underscores how account based
marketing approach drives measurable results.
Both account based marketing
examples show real data: shortened cycles, increased deal size, stronger
alignment between marketing and sales and measurable ROI.
How
ABM Can Multiply ROI (10X Results)
If your current advertising-only approach brings clicks but no sales, an
Account-Based Marketing (ABM) strategy can help you achieve 10X better
results by focusing your efforts where they matter most.
Here’s how ABM delivers higher impact:
Focusing budget on accounts with high intent
and high value
Example: Instead of spending ad money to reach 10,000
random businesses, you identify 100 companies that recently searched for
solutions like yours and match your ideal customer profile. You now target only
those who are already looking for what you offer, saving money and
increasing your chances of success.
Personalizing messages for decision makers
Example: Rather than sending the same generic email to
everyone, you craft a message specifically for the Head of IT at Company A,
mentioning their recent software upgrade and how your solution can improve it.
That level of personalization gets their attention because it feels relevant
and thoughtful.
Coordinating multiple touch points (LinkedIn,
email, ads, events)
Example: First, your target sees a tailored LinkedIn ad.
Then, they get a personalized email from your sales team. A few days later,
they’re invited to a small webinar focused on a challenge specific to their
industry. These repeated, connected interactions make your brand more memorable
and trustworthy.
Aligning marketing with sales outreach
Example: Marketing runs an ad campaign to warm up a list of
target accounts. Meanwhile, the sales team uses that same list to reach out
with follow-up emails and call scripts built on the same messaging. Everyone's
working from the same playbook, so the prospect experiences a smooth,
consistent journey.
Using ABM platforms to track engagement and
optimize campaigns in real-time
Example: Your ABM platform shows that three people from one
target account clicked your ad, visited your pricing page, and downloaded a
whitepaper. Your team sees this activity in real-time and immediately follows
up with a personalized offer or demo request—while interest is high.
Instead of casting a wide net and hoping someone bites, ABM focuses your
marketing and sales energy on a small list of high-potential accounts. Every
message, ad, and email is targeted and meaningful, resulting in higher
conversions, bigger deals, and stronger customer relationships over time.
Multi‑Platform
Execution: Social and Beyond
Effective account based marketing
approach uses not just LinkedIn but multiple platforms:
- LinkedIn:
InMail, sponsored content, organic posts targeting accounts
- Email:
personalized sequences with account‑specific content
- Display Ads:
retargeting display ads on platforms like Google Display Network or
Demandbase’s display network
- Content syndication:
case studies and whitepapers targeted by account
- Events and webinars:
invitation‑only sessions for target accounts
- Direct Mail or gifts:
in high‑value scenarios
This coordinated use of social and
other platforms increases trigger‑response visibility and moves key contacts
through the decision process faster.
Top
Tools for Account-Based Marketing (ABM)
1.
Terminus
What It Does
Terminus is a full-stack ABM platform offering targeting, engagement, intent
data, web personalization, and pipeline analytics. It’s built specifically
for B2B marketers.
Key Features
- Account targeting and segmentation
- Display ads and email signature marketing
- Intent signal integration
- Sales alerting
- Pipeline analytics dashboards
Pricing
Starts around $36,000/year (custom pricing based on features and number
of seats)
Outputs
- Custom account-based ad campaigns
- Real-time engagement tracking
- Pipeline influenced reports
- Sales alerts for engaged accounts
Why It’s Great
It covers everything from top-of-funnel engagement to attribution in a single
platform.
2.
6sense
What It Does
6sense is an AI-powered ABM platform focusing heavily on intent data,
predictive analytics, and buyer journey tracking.
Key Features
- Predictive lead scoring
- Anonymous buyer identification
- Sales insights and timing suggestions
- Orchestrated campaign journeys
Pricing
Starts at $40,000/year (custom plans)
Outputs
- Predictive intent signals for key accounts
- Engagement trendlines
- Sales play recommendations
- AI-based segmentation
Why It’s Great
It helps teams focus only on in-market accounts, saving tons of time and
increasing win rates.
3.
Demandbase
What It Does
Demandbase is one of the pioneers in ABM. It’s an enterprise-grade tool
offering audience targeting, personalization, and revenue attribution.
Key Features
- AI-driven account selection
- B2B ad targeting
- Website content personalization
- Account journey analytics
Pricing
Starts around $25,000/year and scales with usage
Outputs
- Customized dashboards
- ROI reporting
- Personalized content recommendations
- Account-level journey reports
Why It’s Great
It’s robust and integrates deeply with CRMs and analytics platforms.
4.
HubSpot ABM Tools
What It Does
If you’re already using HubSpot CRM or Marketing Hub, their ABM add-ons let you
build lists, run ABM campaigns, and score leads based on account fit.
Key Features
- ABM workflow automation
- Company scoring and property filters
- Ad retargeting
- Sales enablement integrations
Pricing
Included in HubSpot Marketing Hub Professional and above (~$800/month)
Outputs
- ABM dashboards
- Account-based email and ad campaigns
- Lead scoring by company tier
Why It’s Great
Ideal for mid-sized teams and agencies that want to start ABM without switching
platforms.
5.
RollWorks
What It Does
RollWorks is a good mid-market ABM tool focusing on account targeting,
retargeting ads, and intent-based campaign automation.
Key Features
- Account identification
- Ad campaigns
- Sales alerts
- Account engagement scoring
Pricing
Starts around $975/month
Enterprise tiers available
Outputs
- Targeted ad campaigns by company
- Email sync and sales insights
- Engagement scorecards
Why It’s Great
Easy to implement, integrates well with HubSpot and Salesforce.
6.
Triblio
What It Does
Triblio provides personalized content and engagement orchestration
across channels—ideal for scaling ABM programs.
Key Features
- Personalized web experiences
- Multichannel orchestration
- Visitor tracking
- Sales signals
Pricing
Starts at around $30,000/year
Outputs
- Customized landing pages per account
- Campaign performance dashboards
- Sales intent alerts
Why It’s Great
Great for mid-sized companies wanting both personalization and campaign
automation.
7.
Apollo.io
What It Does
While not a pure ABM tool, Apollo is a powerful prospecting and sales
intelligence platform that supports ABM by helping identify the right
accounts and contacts.
Key Features
- Contact database of 250M+ profiles
- Intent-based filters
- Email outreach and automation
- CRM syncing
Pricing
Free tier available.
Paid plans start from $49/month/user
Outputs
- Target account lists
- Outreach sequences
- Intent-based lead discovery
Why It’s Great
Perfect for building your account list and starting outreach, especially if
you're on a budget.
8.
Mutiny
What It Does
Mutiny is a personalization platform that helps you turn anonymous
website visitors into engaged buyers by customizing content and messaging
dynamically.
Key Features
- No-code web personalization
- Audience segmentation
- AI content suggestions
- Real-time A/B testing
Pricing
Enterprise-level. Starts around $3,000/month
Outputs
- Personalized landing pages for target accounts
- Conversion rate uplift metrics
- Content performance analysis
Why It’s Great
Great for increasing website conversions on ABM traffic.
9.
Clearbit
What It Does
Clearbit enriches your website and CRM data with firmographic and
technographic insights, ideal for targeting and segmentation in ABM.
Key Features
- Reveal anonymous website visitors
- Real-time segmentation
- Form shortening and enrichment
- Lead scoring
Pricing
Freemium; Paid plans start around $99/month, enterprise pricing varies
Outputs
- Identified companies visiting your website
- Enriched CRM records
- Smart audience filters
Why It’s Great
Best for early-stage ABM programs needing better data.
10.
LinkedIn Campaign Manager (for ABM Ads)
What It Does
LinkedIn’s ad platform is perfect for ABM-style outreach, letting you run
campaigns targeted to specific companies, roles, or even individual
decision-makers.
Key Features
- Matched audience targeting
- Company-specific ad creative
- Lead gen forms
- Retargeting and conversion tracking
Pricing
Pay-per-click or per-impression; typical CPC ~$5–$9
Outputs
- Company-level ad performance
- Conversion insights
- In-platform lead generation
Why It’s Great
No better platform for B2B ABM targeting by job title and company.
ABM Tools Comparison Chart
|
Tool |
Best
For |
Key
Features |
Pricing
(Starting) |
Ideal
Business Size |
Output
Types |
|
Terminus |
Full-funnel ABM |
Multi-channel engagement, sales
alerts, pipeline analytics |
$36,000/year |
Mid-to-Enterprise |
Ad campaigns, engagement reports,
sales insights |
|
6sense |
Predictive ABM + AI |
Intent data, buyer journey
mapping, lead scoring |
$40,000/year |
Enterprise |
Intent models, journey analytics,
sales playbooks |
|
Demandbase |
Enterprise ABM |
Ad targeting, web personalization,
B2B segmentation |
$25,000/year |
Mid-to-Enterprise |
Personalization, campaign ROI,
attribution dashboards |
|
HubSpot ABM |
CRM-based ABM |
Workflows, company scoring, ABM
dashboards |
$800/month |
SMB to Mid-Market |
Target account campaigns,
integrated CRM reports |
|
RollWorks |
Ad targeting & tracking |
Retargeting, email sync,
engagement scoring |
$975/month |
SMB to Mid-Market |
Ad performance, account engagement
heatmaps |
|
Triblio |
Content personalization |
Dynamic landing pages,
orchestration, visitor ID |
$30,000/year |
Mid-sized to Large |
Personalized experiences, campaign
analytics |
|
Apollo.io |
Prospecting & outreach |
Lead discovery, cold email
automation, contact database |
$49/month/user |
Solo Marketers, SMBs |
Account lists, outreach campaigns,
enrichment |
|
Mutiny |
Website personalization |
No-code personalization, A/B
testing, audience segmentation |
$3,000/month |
Mid-Market, Enterprise |
Website content variations,
conversion uplift metrics |
|
Clearbit |
Data enrichment |
Reveal anonymous visitors, lead
scoring, CRM sync |
$99/month |
SMB to Enterprise |
Company identification, lead data
enrichment |
|
LinkedIn Campaign Manager |
ABM ad campaigns |
Job title/company targeting, lead
forms, retargeting |
~$5–$9 CPC |
All Sizes |
Lead gen, ad reports, matched
audience performance |
Putting
It All Together: ABM Lead Generation + Platforms + Tactics
An optimized account based marketing
strategy could look like this:
- Use ABM platforms to identify 100 high‑value accounts.
- Score accounts based on intent and firmographics.
- Develop account‑specific content: case studies, decks,
custom pages.
- Use account based marketing tactics: send personalized
emails, run LinkedIn campaigns, display ads, and invite to tailored
events.
- Monitor engagement in ABM platforms, feed leads to
sales for personalized follow‑up.
- Measure pipeline impact, deal size increases,
conversion speed, and customer lifetime value.
This ensures ABM lead generation is
intentional and measurable. You avoid wasted ad spend and move from ad clicks
to closed deals.
Common
Pitfall: Advertising Without Sales
Many firms run digital ads and
generate traffic yet no sales come through. That happens because those leads
lack fit or personalization. ABM marketing eliminates this by focusing on pre‑qualified
accounts, aligning messaging and using personalized outreach. The result: fewer
wasted clicks, higher value deals, and measurable ROI.
Steps
to Launch Your Account Based Marketing Strategy
- Define ideal customer profile and identify target
accounts
- Choose ABM platforms for data, personalization and
orchestration
- Develop account‑level messaging and content
- Execute ABM marketing tactics across email, LinkedIn,
ads, events
- Align marketing and sales teams with shared goals and
workflows
- Track engagement, pipeline, closed deals and ROI
- Iterate ABM strategy by refining target accounts and
messaging
What is ABM marketing?
ABM marketing is a strategic account‑centric B2B approach that targets and
engages high‑value accounts with personalized campaigns rather than mass lead
generation.
How fast does ABM strategy
generate ROI?
Most B2B companies see measurable ROI within 6–12 months when using a
structured account based marketing strategy.
Conclusion
An account based marketing strategy
has become a proven essential for B2B organizations serious about revenue,
pipeline quality and sales alignment. By combining account based marketing
tactics, ABM platforms, and personalized outreach across LinkedIn, email, ads,
events and content, companies can achieve 10X results compared to generic
advertising campaigns.
Account based marketing b2b firms
gain larger deal sizes, faster sales cycles, higher retention and clear ROI.
Real‑life account based marketing examples show up to 208 percent revenue lift
and 50 percent higher win rates. With ABM lead generation, a coordinated
account based marketing approach and the right ABM platforms, your success
moves from uncertain hope to predictable growth.
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