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Both marketing and sales should take an active role in assessing performance and identifying improvements. Consider who you’re targeting and how they prefer to engage with marketing materials. Once you know who you’re going to target, you need to know what you’re going to say, and how. But with the right tools, you can zero in on your ideal prospects almost instantaneously, and with great precision.

Here's how Adobe used LinkedIn to support account-based marketing efforts. B2C companies typically focus their marketing efforts on touching a pain point or desire of the end-user, with hopes that the individual will decide to buy. BlueYonder is a supply chain management company that helps businesses optimize their supplier activities. HeathLink Dimensions sought to expand its offerings to health insurance providers and ran into challenges getting new contacts in its funnel.

• Picking the right ways to measure helps you see how well your plan is working.
• In ABM campaigns, micro-targeting pays off big for marketers because it lets you create content and ads tailored to each group.
• ABM provides a framework for marketers to deliver the personalized experiences that customers today expect — while maximizing efficiency, improving internal collaboration and ultimately driving business growth.
• LinkedIn makes it easier to practice ABM, whether you’re targeting a few highly-valuable companies or taking a broader approach.
• Our partnership methodology includes foundational activities with your teams, such as workshops, weekly meetings, and ongoing sales enablement and support.

Review your marketing plan with the sales team so they understand the full buying experience. Use these customer insights to fuel your own marketing strategy with personalized, value-driven messaging. They work together to build shared objectives, identify target accounts, understand customer needs and define success metrics. You can efficiently spend marketing budgets and resources on the prospects who match your target personas and who are ideal customers for the problems you can help them solve.

Attempting to choose and research the most relevant prospects manually is time-consuming and prone to error. Both marketers and salespeople should already be well-acquainted with KPIs. Your ABM campaign will never get off the ground without close alignment between sales and marketing.

That well-considered approach matters at a time when buyers are increasingly insistent on outreach tailored to their business and even their personal interests within the business. By combining efforts and resources, marketing and sales can more efficiently engage and convert accounts. Even as buying circles are growing, marketing teams are feeling more pressure to directly impact revenue growth. ABM focuses on engaging entire target accounts, while lead generation aims to attract individual prospects.

How ABM ROI Compares to Traditional Marketing

It helps your team identify target accounts, engage with prospects in the right way, at the right time, and see an overview of your metrics. This will ensure that you don’t annoy your prospects, but stay top of mind and can provide value to them whenever you do. Your sales and marketing team can review the prospects to ensure that all the chosen target accounts match your criteria for an SQL. Many companies today rely on inbound marketing, which is all about creating amazing content that leads prospects to your business when they’re ready to buy. If you don’t have an ABM program in place and aren’t sure how to start running one, you’re in the right place. The marketing team focuses on generating leads, creating content, and nurturing accounts, while the sales team takes the lead in engaging directly with prospects.

Before launching any ABM marketing campaign, aligning both your sales and marketing teams is essential for success. By following these 8 steps, you can create campaigns that effectively engage high-value accounts, align sales and marketing teams, and ultimately drive revenue growth. ABM marketing campaigns focus on a B2B strategy where sales and marketing teams collaborate to target a select group of high-value accounts.

Account-Based Marketing (ABM) has proven itself as a high return strategy for B2B organizations aiming to drive targeted engagement, align sales and marketing teams, and secure high-value deals. With our help, STANLEY Security not only gave VIP prospects personalized experiences, but the team also continued providing value as those people became customers, and eventually, advocates. In short, you will want to experiment with a mix of channels and offers to figure out the best way to engage with your top-tier accounts. You won’t be catching nearly as many unqualified prospects since you’re only engaging with customers that are likely to buy. According to Forrester Research, organizations with aligned sales and marketing teams see an average of 32% annual revenue growth, while less aligned companies see a 7% decline in growth. This means arguments over lead quantity and lead quality go away, and your sales and marketing teams become unified in their focus on good fits.

While firmographic and demographic segmentation help segment the data and identify patterns among top accounts, marketer leaders will need qualitative insights to craft messaging that resonates with this audience. Consider the industries, company sizes, and demographics of the most successful clients that can help identify similar prospects. This personalized approach fosters a sense of exclusivity and demonstrates a deep understanding of the account's unique needs and challenges. By tailoring marketing messages, content, and offerings to specific abm campaign accounts, ABM ensures relevance and resonates with target audiences. Brands waste fewer marketing and sales resources attracting unqualified clients, and they put more of their time and effort towards attracting attention from the best-fit accounts.

Particularly with enterprise deals, it's estimated that six to 10 people are involved in the decision-making process. If you can’t create a complete account-based marketing program right away (because of budget constraints or limited resources), you should still offer your key target accounts with personalized website experiences. Because account-based marketing is so resource-intensive, most companies don’t roll out massive account-based marketing drives at the start. ICT services provider, O2 used ABM to boost its brand awareness and break into C-level audiences of its enterprise-level targets. So what about the companies that don’t fall into these extreme profiles?

Why ABM Campaigns Drive Higher ROI for B2B Marketing

ABM requires close collaboration between sales and marketing to ensure consistent messaging and coordinated outreach. To create personalized campaigns, you need a thorough understanding of your target accounts, including their key stakeholders, pain points, and goals. As stated, your ICP doesn’t only include firmographics about the company but also the role you’re targeting. ABM begins with identifying the accounts that offer the most significant growth potential for your business.

How do you measure the success of an ABM campaign?

But, again, they should be used in a mix with other tactics. This is a challenge we learned from some of our prospects during market research. You’ll be able to connect and learn more about target accounts and get unique insights for your content. Research the buying committee and collect insights about how they might be involved in the key initiatives. I also suggest including the reason why we’ve selected this account to avoid creating a wish list.

ABM Campaigns on LinkedIn

For conversion, focus on testimonials, product demos, and limited-time offers. For example, at the awareness stage, provide blog posts and industry guides. Develop content tailored to the awareness, consideration, and conversion stages. Use personas to understand the specific roles, responsibilities, pain points, and goals that influence the purchase decision. Every company has a mix of influencers, decision-makers, and blockers, so it’s crucial to know who to engage.

How can you take ABM as a concept and transform it into a sustainable marketing and sales strategy? In conclusion, a successful ABM campaign in 2025 requires a targeted, data-driven approach that aligns marketing and sales efforts. The ABM campaigns typically focus on multi-channel engagement, ensuring that key accounts are reached through various touchpoints. By consistently reviewing these metrics, you can ensure that your ABM framework stays on track and that your tactics are aligned with your goals.