Account based marketing (ABM)

Account based marketing (ABM) is a clever approach to B2B marketing that combines sales and marketing and focuses on one or two target leads at a time.

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Samantha Spiro
Samantha has over seven years of experience as both a content manager and editor. Bringing contact info to life is the name of her game. Some might say she’s a bit ‘SaaS-y.’

Account based marketing solves a major marketing problem by changing the approach to focusing on decision-makers. ABM positions sales and marketing resources on well-researched accounts. It creates personalized strategies designed to overcome specific problems executives raise.

By prioritizing quality over quantity, ABM stands out from other strategies, eliminating generic campaigns and gaining steady momentum.


Why account based marketing matters: Data-driven insights


ABM has been vital for B2B companies to optimize their marketing outcomes. Recent statistics show that:

  1. ABM accounts for over one-third (36%) of digital marketing budgets. 
  2. Businesses using ABM see a 200% increase in return on investment compared to non-ABM strategies. 
  3. ABM, together with advertising, increases win rates by 60%. 
  4. It accelerates sales pipeline progression by 234%, and 89% of accounts influenced by ABM are likely to convert. 
  5. ABM improves C-level engagement, deal sizes, and revenue growth. 
  6. Aligned sales and marketing teams see revenue growth 24% faster.

This success comes from their focus on zeroing in on important high-level leads within organizations and creating relatable-specific campaigns.

New trends show that, with increased advancements in data analytics and CRM tools, ABM will become more sought after in 2025. Hypersonalization will also enhance customer engagement and increase conversion rates. 

What the experts have to say

Vlad Shvets

Founder @ Empact Partners 

I like to use ABM to reveal the layers of granular data, like the patterns within product usage or customer feedback. I’ve seen that high-value accounts respond better when we integrate niche insights – like their preferred tech stack or challenges from user reviews – into our outreach.


This expertise proves that ABM is about targeting, solving puzzles, and building unbreakable bonds with mission-critical prospects.

 

Real-world applications

LinkedIn uses ABM in enterprise solutions through its Account Targeting feature. This feature allows precise, account-specific campaigns, such as Sponsored Content and Message Ads. 

Another example would be Adobe, which used the ABM strategy to engage the most promising accounts through pinpointed activities and saw immense revenue growth.

 

ABM improves ROI, shortens sales cycles, and allows for better relations with higher-value customers. Using LinkedIn, Adobe increased their closed-won deals by 42% in 2018. This data was taken directly from LinkedIn, showing that 55% of the closed won deals came from sales using the Sales Navigator feature on LinkedIn.


Solving the biggest hurdle in ABM

A common challenge in ABM is integrating sales and marketing with a single, simple goal. It can lead to poor results. 

The solution? Combine your planning between the sales and marketing teams and shared CRM dashboards to ensure accountability and proper communication. This process will help boost collaboration, and everyone will be able to track the progress of the unified goal.

Your checklist for ABM

  • Build detailed account profiles: Create a made-to-measure approach using data like decision-making hierarchies and pain points.
  • Align objectives across teams from day one: Collaborate on clear-cut goals and messaging and sync CRM tools to deliver a flawlessly orchestrated experience for selected accounts.
  • Prioritize precision over volume: Choose select few accounts and design deeply customized campaigns that string together impactful outcomes.

Author

  • Samantha has over seven years of experience as both a content manager and editor. Bringing contact info to life is the name of her game. Some might say she's a bit 'SaaS-y.'

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