Account-based Marketing & Personalization

Use marketing automation platforms that support direct mail triggers within the same workflows as your digital communications. For example, following a webinar attendance with a relevant book and personalized note, then continuing with related digital content creates a cohesive journey. Successful direct mail campaigns align closely with digital touchpoints, creating an integrated experience rather than a standalone outreach. The most effective programs use triggered direct mail that activates based on specific prospect behaviors or milestones. Research from PFL shows that integrated campaigns using direct mail generate 9X higher response rates than digital-only approaches.

ABM is used by companies in business-to-business (B2B) industries, especially those with long sales cycles or products and services. ABM ensures that marketing and sales work closely together and create a smooth experience for customers. Businesses build stronger relationships, improve customer satisfaction, and increase the chances of closing deals by addressing the specific goals and challenges of these customers. ABM combines the efforts of both marketing and sales teams to provide highly relevant and successful campaigns. Companies create personalized marketing plans according to the unique needs and challenges of these key accounts instead of focusing on a wide net.

AI will transform how companies identify and prioritize target accounts. By prioritizing data quality, you’ll be able to identify the right accounts, personalize your messaging effectively, and time your outreach for maximum impact. Create highly relevant materials that address the unique pain points and goals of each target account. Selecting the appropriate digital channels ensures your ABM efforts reach the right decision-makers. Collaboration between marketing and sales teams is crucial for successful account-based marketing (ABM).

If your company deals with long sales cycles and multiple decision-makers, implementing an Account-Based Marketing strategy could greatly benefit you. Let’s explore these key factors to help you better understand if an Account-Based Marketing strategy is the right choice for your company. If you’re a B2B company, choosing to adopt an Account-Based Marketing strategy could have major benefits. For account based marketing tactics for example, your marketing team can create personalized blog posts, whitepapers, and webinars for your target accounts that cater to their specific needs and challenges. When combined, Account-Based Marketing and Inbound Marketing can create a powerful and cohesive B2B marketing strategy that can help companies attract, engage, and convert high-value target accounts.

As Joseph Santos, ZoomInfo's Director of Data Advisory, explains in this post about buying committees, many companies actually rely upon buying networks, not committees. A Fortune 500 company might look attractive, but if they do not fit your ICP or show buying intent, you are wasting resources. The biggest mistake companies make is targeting accounts based on size alone.

Once you’ve finished your marketing outreach, your account executives should be armed with all they need to reach out to their key prospects. Whether it’s a direct mailer, paid social media ads, or anything in between, this is when you’ll begin outreach and start the conversation. When you get to this step, it’s important to determine which type of ABM may be best suited for each prospect. When you determine your key accounts, you’ll dig in even deeper by identifying the employees there with the purchasing power. To determine your target accounts, you’ll want to look at the companies that could provide you with the highest possible revenue.

What are the best account based marketing tactics for B2B marketing in 2025?

• A Go-to-Market (GTM) strategy is a plan that helps a company launch a product or service.
• Like traditional marketing, you’ll spend quite a bit of time personalizing your messaging to be as specific as possible.
• In this blog, we’ll explore the leading platforms that are making personalized marketing not just a possibility, but a reality.

You probably learned this back in middle school, but as a reminder, you should never start a project without first defining your goals. Additionally, you’ll want to recruit some top account executives, the ones trusted to close those six-figure deals. If both your marketing and sales teams are built out, it’s more likely that a few employees can devote the majority of their time to ABM. This will look different depending on the type of company for which you work. That said, there are a few steps you should take to ensure the best results from your campaign.

Understanding Account Based Marketing

One of the most effective account based marketing tactics involves creating modular content frameworks where components can be assembled based on account characteristics, interests, and buying stage. Content personalization has evolved beyond simply inserting company names into templates. High-value physical items sent at strategic moments in the buying process create memorable touchpoints that stand out amid digital noise. Direct mail has experienced a renaissance in the digital age, now integrated with digital channels through automated platforms.

A personalized approach is essential when aiming marketing and sales efforts at a few select, high-value accounts. ABM requires that marketing and sales engage each person on the buying team in a personalized way. By combining efforts and resources, marketing and sales can more efficiently engage and convert accounts. Rather than take a blanket approach – going after small businesses, SMBs, and enterprises – you might start by focusing on those accounts that have the highest need and the required budget. Even as buying circles are growing, marketing teams are feeling more pressure to directly impact revenue growth.

When these teams join forces, they create a unified front that focuses strategically on goals, target accounts, and personalized messaging – all tailored to engage key prospects for maximum efficiency. Account-Based Marketing success hinges on the close relationship between sales and marketing teams. Rather than attempting blanket outreach through traditional marketing methods, pinpointing the most likely prospects for conversion and ROI ensures that Account-Based Marketing efforts are concentrated in the right places. Instead of casting a wide net to attract leads, marketing and sales teams collaborate on personalized campaigns built to resonate with individual accounts, leading to increased engagement and higher conversion rates.

ABM tools and software empower sales and marketing teams to collaborate seamlessly and execute personalized campaigns tailored to individual accounts. Innovations in automation will also help B2B marketers scale their ABM programs in the future, as automation decreases the amount of effort needed to personalize engagement with key accounts. Giving all your teams a shared point of connection through a messaging platform like Slack is a great place to start, so marketing and sales teams can keep service updated on key account insights.

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GumGum, a computer vision company, Personalized account marketing wanted T-Mobile as a client. Compare your win rate against listed accounts to your baseline close rate. The pipeline your target account list generates, as a share of total pipeline, tells you whether the list is doing its job. This category earns its cost only after the data foundation and the account list are both solid.

So why do some companies struggle to unlock their full revenue potential via ABM? You may even gain a new target account through your inbound marketing efforts – one that perfectly fits your definition of an ideal customer but was overlooked as you pulled together your target list. Specify the tactics that both marketing and sales will use to engage contacts within accounts and drive interest and action. Doing so, you instill confidence in your company as a trusted advisor and partner that has done its homework and is providing useful information and guidance.

When a marketing professional passes an MQL on to their sales counterpart, it’s likely the prospect(s) at that company are ready and willing to sit down and have a conversation. Ensuring that your sales and marketing teams remain in sync will improve efficiency and likely increase revenue. Smarketing is vital to account-based marketing, as sales and marketing teams work very closely throughout your ABM strategy. Smarketing is the concept of aligning sales and marketing teams to improve communication and optimize efforts on both sides. Building your ideal customer profile is a critical step in determining the language you’ll use throughout your marketing efforts. G2 helps marketing and sales teams discover the best account data management tools for centralizing prospect data, improving segmentation, and driving more personalized ABM campaigns.