TOC
1Introduction
A Go-to-Market Strategy Built for an Age of Disruption.
As changing buyer behavior and a binding rate of technological change challenge B2B marketing and sales teams, Account-Based Marketing offers a highly targeted approach to revenue growth that aligns your ICP, technology, and omnichannel tactics around your most valuable buyers.
ABM isn't just about targeting a handful of key accounts—it's about creating highly relevant, timely, and coordinated outreach to educate, inspire, and convert across multiple marketing and sales channels.
With only 6% of revenue leaders confident that they'll hit their targets this year, companies are looking to create alignment around their go-to-market, and are turning to ABX (account-based experience) to drive that alignment.1
Organizations that feel they aren't fully aligned on metrics.1
100%: top-performing companies that are confident and aligned across their metrics.1
ABM helps solve for this misalignment because it bridges the traditional gap between sales and marketing, ensuring that both teams are focused on the same objectives and using the same data to drive their efforts. The shift from volume-based lead generation to quality-driven account targeting has proven especially effective in complex sales cycle and industries with long buying processes.
But this approach can make any GTM model where identifying, influencing, and engaging buying committees is critical. For B2B companies, ABM plays a critical role to:
- Accelerate deal velocity
- Increase deal sizes
- Improve customer retention
- Boost opportunity quality
As businesses strive to make their ABM strategy more effective, the key is in leveraging the right data, tools, and partnerships to continuously optimize and refine the process, ensuring that every interaction is moving the account closer to conversion.
State of ABM in B2B Marketing
Nearly all B2B marketers (97%) use some kind of audience segmentation strategy, led by account-based marketing (62%), customer size (57%), geography (55%), and industry vertical (55%).² And it's no surprise why.
Gone are the days of singular focus on Inbound-driven growth. In New Breed’s 3.0 State of HubSpot report, only one in ten of the 1,600+ revenue leaders surveyed said that Inbound was their primary go-to-market strategy.
1 in 10 revenue leaders said inbound was their primary go-to-marekt strategy.3
The modern playbook for durable revenue growth is all about precision.
According to surveys 66% of B2B companies planned to increased their ABM investment in 2024, demonstrating the growing confidence in this strategy to deliver strong returns.4 ABM's effectiveness is underscored by significant improvements across key performance indicators.
Companies attribute KPI improvements to ABM:4
- Active engagement with accounts (85%)
- Pipeline growth (78%)
- Sales team satisfaction (77%)
- Revenue growth (74%)
- Brand awareness (70%)
Businesses that effectively implement and optimize ABM strategies will have a competitive edge in driving immediate and long-term success.
Nearly two-thirds of B2B marketers are currently use ABM as a part of their audience strategy. 1
A growing number of buyers expect content to be personalized and tailored to their needs.1
Frequently Asked Questions about ABM
What is account-based marketing (ABM)?
Account-based marketing (ABM) is a B2B go-to-market strategy that focuses on targeting specific high-value accounts rather than generating large volumes of individual leads. Instead of marketing to broad audiences, ABM aligns marketing and sales around a defined set of target accounts and their buying committees.
ABM emphasizes personalized outreach, coordinated engagement across channels, and measurable account progression. It is most effective in complex sales environments with longer sales cycles and multiple decision-makers.
How is ABM different from traditional demand generation?
Traditional demand generation focuses on attracting and converting individual leads at scale. Success is often measured by lead volume and marketing-qualified leads (MQLs).
ABM shifts the focus from individual leads to target accounts. Instead of asking, “How many leads did we generate?” ABM asks, “Are we engaging the right accounts, and are they progressing toward opportunity and revenue?”
The primary differences include:
- Account-centric targeting instead of lead-centric campaigns
- Sales and marketing alignment around shared accounts
- Personalized engagement rather than broad segmentation
- Revenue and pipeline impact as core metrics
When should a company adopt an ABM strategy?
ABM is most effective when:
- Deal sizes are high enough to justify focused investment
- Sales cycles are long and involve multiple stakeholders
- Revenue teams need stronger alignment between marketing and sales
- Pipeline quality is more important than lead volume
Companies with defined ideal customer profiles (ICPs) and mature CRM data are better positioned to implement ABM successfully.
2Best Practices for ABM Done Right
One-to-One vs One-to-Many
The traditional one-to-one ABM approach (where marketing and sales team focused intensely on a few high-value accounts) has evolved as a business seek to balance depth with broader reach.
In the past, one-to-one ABM was seen as the gold standard — delivering hyper-personalized campaigns to a select few, often resulting in high deal values but limited scalability.
Today, the majority of businesses are blending one-to-one with one-to-few strategies to ensure they're covering more ground.
The Three Approaches to ABM
1
One-to-one (Strategic ABM) targets singular, high-value account.
2
One-to-few (ABM lite) targets a small group of accounts that share similar characteristics.
3
One-to-many (Programmatic ABM) uses automation and data-driven methods to target a large number of accounts.
Almost two-thirds of companies are only using one-type of ABM strategy. 4
55%. More than half of businesses rely on ABM use at least two types. 4
Nearly a third of companies are now utilizing all three types of ABM.4
One-to-one strategies will always be important for your top-tier accounts, but laying in one-to-few (targeting small clusters of similar accounts) and one-to-many (targeting broader segments with similar characteristics) is key to driving efficiency. Each type requires different levels of customization, but with the right blend, you can cover more accounts while maintaining a level of personalization that resonates.
The takeaway? It's all about identifying buying groups that are in market to buy at the accounts that your solutions can help most.
To do this, it's critical to think about how your ABM strategy can scale while still maintaining the personalization that makes ABM so effective.
Operationalizing ABM with Automation and AI
ABM can become operationally complex without clear processes and integrated technology. As programs scale, redundancy, manual research, and disconnected workflows can slow down execution and reduce impact.
To drive efficiency, revenue teams should standardize foundational assets and automate repeatable workflows — while using AI to enhance personalization rather than replace it.
WHAT SHOULD YOU STANDARDIZE
Standardization creates the structure that makes scale possible. Teams should document and centralize:
- Ideal customer profile (ICP) criteria
- Target account tiers
- Account planning templates
- Core messaging frameworks
- Reusable content libraries
This allows marketing and sales to adapt proven assets to specific accounts without rebuilding campaigns from scratch.
WHAT SHOULD YOU AUTOMATE?
Automation should eliminate manual routing, tagging, enrichment, and administrative tasks so revenue teams can focus on strategic engagement.
Within HubSpot, Breeze supports account research, object creation, reporting summaries, and content generation. When configured correctly, it becomes an operational layer that accelerates execution across marketing and sales.
HubSpot's Prospecting Agent extends this capability by combining AI-powered research, buyer-intent data, and workflow automation to streamline outbound motion. Teams can:
- Prioritize accounts based on first-party and third-party intent signals
- Generate company briefs and map buying committees
- Draft tailored, ready-to-personalize outreach sequences
- Route and enrich accounts automatically
- Begin each day with ranked accounts and AI-assisted messaging prepared
Rather than replacing human judgment, Prospecting Agent reduces manual prospecting effort and enables more consistent, data-informed outreach.
The goal is not automation for its own sake. Effective ABM balances structured processes, integrated data, and AI-assisted activation to maintain personalization scale. When CRM data, intent signals, and AI tools work together, revenue teams can increase output without sacrificing relevance.
See how to launch HubSpot's Prospecting Agent for smarter, scalable sales outreach.
Measuring Program Impact
It's hard to make room in your budget if you aren't sold on the value of ABM. Despite the growing adoption of ABM strategies, only 52% of companies report measuring the return on investment (ROI) of their ABM efforts.4
This is a major missed opportunity for revenue leaders looking to strengthen their program and unlock growth with ABM. Without clear measurement, it's impossible to know which accounts delivering the best returns or where resources are being wasted.
ABM is inherently more resource-intensive than traditional go-to-market approaches, so measuring the impacts is essential to justify continued investment and optimize future campaigns.
To truly measure the success of ABM, leaders should track a combination of engagement metrics (like account activity, deal velocity, and progression through the sales funnel) and financial outcomes (such as revenue growth and customer lifetime value).
Attribution is also crucial to track for ABM because it can often takes months or even years for high-value accounts to close. By implementing a comprehensive measurement strategy, revenue leaders can gain valuable insights that not only justify current ABM investments but also inform future campaigns for better targeting and resource allocation. This iterative process will ultimately lead to optimized ABM strategies that unlock durable, meaningful growth.
New Breed's Take: The 3 Pillars of ABM Success
1
ICP, Target Accounts, & Buying Committees
Every department — from sales to marketing and customer success — should target the same high-value accounts with a unified strategy. This starts with team education and buy-in on your ideal customer profile (ICP). Thorough documentation and understanding of your buying committees (and where they go to learn from trusted sources) is a must.
Every department — from sales to marketing and customer success — should target the same high-value accounts with a unified strategy. This starts with team education and buy-in on your ideal customer profile (ICP). Thorough documentation and understanding of your buying committees (and where they go to learn from trusted sources) is a must.
2
Integrated Technology & Data
To execute ABM effectively, you need cutting-edge tools. Your technology stack must be built to power and support your ABM strategy, especially when it comes to customer data in your CRM. Your CRM and ABM-specific tools (like 6sense) should serve as the single source of truth for your ICP data, account engagement, and communication history, enabling your front-line teams to make personalized connections at speed.
To execute ABM effectively, you need cutting-edge tools. Your technology stack must be built to power and support your ABM strategy, especially when it comes to customer data in your CRM. Your CRM and ABM-specific tools (like 6sense) should serve as the single source of truth for your ICP data, account engagement, and communication history, enabling your front-line teams to make personalized connections at speed.
3
Aligned AI-Powered Activation
For ABM to resonate, the content and campaigns must be highly tailored, addressing the pain points and goals of each account’s decision-makers. This is where marketing and sales enablement teams can truly shine — by developing customized content that speaks directly to the unique challenges of each account or segment. Getting alignment from your team on where and how AI can help power this strategy is a key part of getting it all done (and doing it right!).
For ABM to resonate, the content and campaigns must be highly tailored, addressing the pain points and goals of each account’s decision-makers. This is where marketing and sales enablement teams can truly shine — by developing customized content that speaks directly to the unique challenges of each account or segment. Getting alignment from your team on where and how AI can help power this strategy is a key part of getting it all done (and doing it right!).
Teams need alignment and integration across these key areas to ensure that their ABM strategy is effective, efficient, and capable of delivering results.
Frequently Asked Questions about ABM Strategy & Alignment
How do you define an ideal customer profile (ICP) for ABM?
An ideal customer profile (ICP) defines the type of company most likely to generate long-term value. It typically includes firmographic attributes such as industry, company size, revenue range, geography, and technology stack.
In ABM, the ICP acts as a filtering mechanism. Once defined, revenue teams identify specific accounts that match the ICP and map the buying committee within each account.
A strong ICP is data-informed and aligned across marketing, sales, and customer success.
How do sales and marketing align in an ABM program?
Alignment begins with shared target account lists and shared definitions of success. Both teams must agree on:
- ICP criteria
- Target accounts
- Engagement thresholds
- Pipeline and revenue goals
Operational alignment is supported by centralized CRM data, integrated technology, and consistent reporting. ABM requires coordinated activation, not parallel efforts.
What metrics should you track to measure ABM success?
ABM measurement focuses on account progression rather than lead volume. Key metrics include:
- Account engagement (content interaction, meetings, buying committee activity)
- Pipeline creation from target accounts
- Opportunity conversion rate
- Deal velocity
- Average contract value
- Revenue generated from target accounts
Because ABM often involves longer cycles, attribution and multi-touch engagement tracking are critical.
3How HubSpot Supports a Scalable ABM Program
HubSpot provides a powerhouse CRM solution for business leaders ready to unlock meaningful growth.
According to New Breed’s State of HubSpot 4.0 report, data management is the primary reason revenue leaders invest in HubSpot.3 In an account-based marketing strategy, centralized CRM data is not optional — it is the operational foundation that enables alignment, personalization, and measurement.
Within HubSpot, revenue teams gain access to the core capabilities required to execute ABM at scale:
Core CRM Capabilities for ABM Execution
Centralized Data Management
A single source of truth for account records, engagement history, lifecycle stages, and revenue reporting.
A single source of truth for account records, engagement history, lifecycle stages, and revenue reporting.
Personalized Outreach
Dynamic segmentation, workflows, and content tools that tailor messaging to accounts and buying committees.
Dynamic segmentation, workflows, and content tools that tailor messaging to accounts and buying committees.
Sales and Marketing Alignment
Shared visibility into account activity, pipeline progression, and engagement metrics across teams.
Shared visibility into account activity, pipeline progression, and engagement metrics across teams.
Real-Time Intent Tracking
Tracking website activity, email engagement, and form submissions to identify buying signals within target accounts.
Tracking website activity, email engagement, and form submissions to identify buying signals within target accounts.
Automated Workflows
Task creation, follow-ups, lead scoring, and routing processes that reduce manual effort and improve speed to engagement.
Task creation, follow-ups, lead scoring, and routing processes that reduce manual effort and improve speed to engagement.
Scalable Processes
Standardized account segmentation, reporting dashboards, and campaign automation that support growth without operational friction.
Standardized account segmentation, reporting dashboards, and campaign automation that support growth without operational friction.
Improved Customer Experience
Coordinated communication across marketing, sales, and service teams based on shared data.
Coordinated communication across marketing, sales, and service teams based on shared data.
How HubSpot Supports ABM as a Powerful CRM
One of the biggest mistakes revenue leaders can make is letting data get old or disjointed between systems. Centralized data management provides a key advantage for ABM. To achieve this, you need to consolidate your customer information — preferably into a platform that plays nice with other tools you use for marketing, sales, and content distribution.
Enter HubSpot.
HubSpot makes it possible for your customer-facing teams to work from the same up-to-date information. By keeping your customer account information in one place, your team can create truly personalized outreach and engagement strategies.
HubSpot enables you to track all interactions with target accounts and buying groups -everything from website visits and email opens to form submissions — giving your teams real-time insights into prospects’ intent signals.
Plus, HubSpot’s dynamic list segmentation and lead scoring capabilities allow for personalized outreach, helping you prioritize high-value accounts and keep them moving through your sales funnel efficiently. Simply put? HubSpot streamlines the entire ABM process, helping businesses engage people at the right accounts, at the right time, with the right message.
Find out how New Breed can configure your HubSpot for best-in-class ABM execution.
Getting the Most out of HubSpot for ABM
A strong ABM strategy starts with leveraging HubSpot’s robust automation features. By automating tasks like email follow-ups, lead nurturing sequences, and task creation for your sales team, HubSpot frees up your team’s time to focus on more strategic, personalized engagement. The CRM’s workflows can automatically trigger actions based on account and buying committee member behavior, ensuring that your team is always in sync with where each account is in their buyer’s journey.
HubSpot’s Playbooks feature helps standardize interactions with target accounts, ensuring that both marketing and sales teams are aligned in their approach —something critical for ABM success.
And with its multi-channel outreach tools and deep ecosystem of integrations, you can run coordinated campaigns across email, social media, and ads, providing a seamless and consistent experience for your target accounts.
Using features like smart content in emails and landing pages can help you personalize messaging without sacrificing efficiency.
80%: companies that have improved customer acquisition, retention, alignment, and productivity since using HubSpot. 1
While HubSpot offers incredible capabilities, one common pitfall is the risk of data silos, particularly if teams aren’t fully utilizing HubSpot's platform as their source of truth.
To avoid this, it’s critical to ensure that all customer data flows through HubSpot and that both sales and marketing are aligned on the strategy from the start.
96%: HubSpot users who say it effectively supports their go-to-market strategy.1
Tips for Avoiding Data Silos and Misalignment
Focus on the data.
Use HubSpot's advanced reporting and analytics tools to measure ABM effectiveness at every stage of the funnel.
Track key metrics
like engagement rates, pipeline velocity, and deal progression to gain valuable insights into what’s working and where you need to adjust.
Regularly review and refine
your lead scoring and segmentation criteria to ensure you’re always targeting the right accounts — and the most important buyers within them.
Tap into HubSpot’s ecosystem of apps and solution partners
to enhance your ABM strategy. Platforms like 6sense and solutions partner like New Breed can extend HubSpot’s capabilities, providing deeper insights into account behavior and helping you optimize your campaigns for long-term success.
4Increase Reach, Insights, and Targeting with 6sense
6sense as the Intent and Intelligence Layer for ABM
While CRM data provides structure, effective ABM also requires visibility into buyer behavior and in-market activity. Intent data and predictive analytics allow revenue teams to prioritize accounts based on timing and engagement signals.
6sense functions as the intelligence layer within an ABM tech stack, helping teams identify in-market accounts, understand buying stages, and coordinate outreach across channels.
Within an ABM strategy, 6sense enables:
Core Intelligence Capabilities for ABM Execution
Seamless CRM Integration
Syncs account intelligence directly into HubSpot for shared visibility across teams.
Account-Level Targeting
Identifies and prioritizes accounts that match ICP criteria and show buying intent.
Intent Signal Detection
Captures anonymous research activity and third-party intent data to reveal in-market behavior
Predictive Analytics
Delivers ads to accounts actively researching relevant topics.
Cross-Channel Engagement
Coordinates display, social, email, and sales outreach for consistent messaging.
Advanced Audience Segmentation
Build dynamic account lists based on firmographics, engagement, and buying stage.
Real-Time Campaign Optimization
Adjusts target and spend based on performance data and engagement signals
When integrated with HubSpot, 6sense enables revenue teams to move from reactive outreach to proactive engagement. By combining account data with real-time intent signals, teams can prioritize high-value accounts, coordinate activation across channels, and improve conversion rates and deal velocity.
The Need for Smart, Targeted Connections in ABM
With 6sense’s Revenue AI, businesses can capture anonymous buying signals, map them to specific accounts, and identify where in the buying journey each account is. This enables your sales and marketing teams to prioritize the accounts most likely to convert and deliver personalized messages at exactly the right moment.
Bringing HubSpot and 6sense Together
Account and Contact Level Insights
Create a powerful buying experience bringing sellers deep insights to precisely target in-market accounts right in HubSpot
Data to Action on
Revenue teams can share and transform data into actionable insights for sellers, directly within HubSpot
Boost Seller Productivity
Unlocks a new level of sales productivity as sellers are enabled with selling insights and unified data across their tech stack
Looking to scale your ABM efforts? 6sense provides unparalleled control over your advertising campaigns across multiple channels, including display, retargeting, and social media — and it superpowers your account-based activities in HubSpot.
Revenue teams can turn data into actionable insights within HubSpot or fill pipeline gaps by sending HubSpot contact lists to 6sense® AI Email Agents for automated, personalized outreach at scale.
By integrating these campaigns with real-time AI-driven insights, you can adjust bids, ad placements, and content on the fly, optimizing performance at every step. The platform’s ability to orchestrate multi-channel campaigns ensures that your message is consistent and personalized across all touchpoints, from ads to emails to direct sales outreach.
Getting the Most Out of 6Sense for ABM
Leverage 6sense's AI-driven tools for advertising and sales engagement. The platform integrates seamlessly with HubSpot, keeping data accurate and up-to-date. This precision aids in effective account segmentation, helping you prioritize and target based on firmographics, engagement history, and buying stage.
Predictive analytics reveal likely converters, while intent data shows what accounts are researching, ensuring relevant messaging. Dynamic audience segmentation updates target lists as data changes.
Plus, campaign dashboards track key metrics like engagement and conversion rates, enabling quick adjustments for ongoing optimization.
Buyers who complete website forms.
6sense looks past the 97% of people who don't fill out forms (the Dark Funnel) and accurately predicts the buying stage.5
Be prepared to experiment and iterate.
6sense provides real-time analytics, so use that data to fine-tune your strategy, adjust your ad spend, and optimize your messaging to achieve the best possible results.
Don't underutilize the platform's AI-driven insights.
It's tempting to focus solely on the advertising aspect, but 6sense's true value lies in its ability to help you find and connect customers that match your ICP, and engage multiple buying team members to enhance your odds of winning deals.
Make sure your sales team is fully onboard.
Enure they're train to use the insights generated by 6sense, so they can align their outreach with your ad campaigns and target accounts.
Frequently Asked Questions about ABM Technology & Execution
Can HubSpot support account-based marketing?
Yes. HubSpot supports ABM by providing centralized CRM data, account-level reporting, segmentation, workflow automation, and sales enablement tools.
HubSpot allows teams to track account engagement across marketing and sales touchpoints, automate follow-ups based on behavior, and measure pipeline progression from target accounts. When configured properly, it can function as the operational foundation of an ABM program.
How does 6sense improve ABM targeting?
6sense enhances ABM by using intent data and predictive analytics to identify accounts that are actively researching relevant solutions. It captures anonymous buying signals and maps them to accounts within the CRM.
This allows revenue teams to prioritize in-market accounts, adjust messaging based on buying stage, and coordinate advertising and sales outreach more precisely.
Do you need intent data to run ABM successfully?
Intent data is not required to run ABM, but it significantly improves targeting efficiency. Without intent signals, teams rely primarily on firmographics and historical data.
Intent data helps identify when accounts are actively researching topics related to your solution, enabling more timely outreach and better resource allocation.
How do you scale ABM without losing personalization?
Scalable ABM combines standardized processes with dynamic personalization. This includes:
- Documented ICP and segmentation criteria
- Pre-built campaign templates
- Automated workflows triggered by account behavior
- Personalized messaging tailored to buying committees
The goal is to maintain relevance while reducing manual effort. Technology integration and centralized data are essential to achieving this balance.
5Unlocking ABM Success with New Breed's Experitse
Strategic ABM Planning Meets Masterful Execution
New Breed is a tech-enabled services team that combines people, process, technology, and strategy to help your team create an ABM program and deliver tactics that get the most out of HubSpot and 6sense.
HubSpot’s CRM serves as the foundation, keeping track of all account activities and engagement, while 6sense’s AI-powered insights predict buying intent and guide timing of campaigns and direct outreach.
We combine these tools with a proven methodology to create personalized outreach strategies that resonate with target accounts, ensuring each touchpoint is timely and relevant.
New Breed's Proven ABM Approach Focuses On:
ICP, Target Accounts, & Buying Committees
Integrated Technology & Data
Aligned AI-Powered Activation
What sets New Breed apart is our ability to configure your technology to the exact (but evolving) needs of your revenue teams. We continuously optimize your ABM strategy and tech stack as it evolves. Once campaigns are live, we don’t set it and forget it.
Instead, we’re constantly analyzing data to identify which content resonates best with which audiences, where budget should be reallocated, and what parts of the campaign might need refreshing. We also keep a close eye on the effectiveness and impact of your tech stack, making recommendations to invest where we see the biggest upside.
For example, if we notice certain ad creatives underperforming, we adjust in real-time, refining messaging and content to ensure maximum engagement.
Case Study: Joining Forces to Deliver Customer Value
Situation
- Business-to-Business Financial services company
- $50k average deal size, 6 months sales cycle
- Traditional lead-centric marketing funnel
- Poorly integrated/configured tech stack
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Challenge
- Revenue org not aligned on ideal customer profile
- Marketing focused on leads, sales on accounts
- Low lead-to-opp conversion rates
- Reliant on low converting outbound opportunities
Solution
- ABM Strategy from New Breed
- Marketing and Sales Hubs, fully configured to support ABM funnel
- 6sense integrated to fuel target account creation, demand programs, and sales productivity
- Lead scoring and personalized AI outreach at scale
Results
44%: Opportunity Conversion Rate
38%: Customer Increase
Ready to Operationalize ABM Across Your Revenue Team?
Build a structured ABM strategy aligned around your ICP, integrated CRM data, and intent intelligence. Assess your current tech stack, identify gaps, and create a roadmap for scalable execution.
Sources*:
1. The State of HubSpot 2024 | New Breed
2."The State of B2B Marketing" | 6sense (2024)
3 The State of HubSpot 4.0 | New Breed
4. ABM Global Benchmark Report | Momentum (2024)
5. Revenue AI For Marketing | 6sense
*This ebook was originally published in 2024.
Additional Frequently Asked Questions about ABM
What does an effective ABM tech stack include?
An effective ABM tech stack typically includes:
- A CRM platform (e.g., HubSpot) as the source of truth
- Intent data and predictive analytics tools (e.g., 6sense)
- Marketing automation and segmentation capabilities
- Advertising and retargeting platforms
- Sales engagement tools
Integration across systems is more important than the number of tools. Clean data and consistent reporting enable accurate targeting and measurement.
How long does it take to see results from ABM?
ABM is designed for long-term revenue impact rather than short-term lead volume. Most organizations begin to see measurable improvements in account engagement and pipeline quality within 3–6 months, with revenue impact following as target accounts progress through longer sales cycles.
Results depend on data maturity, alignment between teams, and how quickly ICP definitions, segmentation, and activation workflows are operationalized.
How do you measure the success of an ABM program?
ABM success is measured at the account level rather than the lead level. Key performance indicators typically include:
- Target account engagement
- Buying committee activity
- Pipeline created from target accounts
- Opportunity conversion rate
- Deal velocity
- Revenue generated from prioritized accounts
Because ABM often involves multi-touch engagement over time, attribution and lifecycle reporting are essential for understanding program impact.
What are the benefits of working with an experienced ABM team?
ABM requires coordination across strategy, CRM architecture, intent data, sales enablement, and performance measurement. An experienced ABM team can help organizations define ICP criteria, configure technology correctly, build structured activation plans, and establish reporting frameworks that track account progression and revenue impact.
For teams without dedicated RevOps or ABM specialists, experienced support can accelerate implementation, reduce operational complexity, and create a clearer path to measurable ROI.
How do you scale ABM without losing personalization?
Scalable ABM combines standardized frameworks with dynamic personalization. Teams should document ICP criteria, define account tiers, create reusable messaging templates, and automate workflow routing while still tailoring outreach to buying committee roles and in-market signals.
When CRM data, intent intelligence, and AI-assisted activation are aligned, teams can increase output without sacrificing relevance.
