Account-Based Marketing (ABM) is a focused B2B growth strategy where marketing and sales collaborate to create highly personalized buying experiences for a carefully selected list of target accounts. Unlike traditional marketing models that aim to generate leads from a broad audience, ABM flips the funnel — starting with a defined set of high-value accounts and then tailoring outreach and engagement strategies to address the specific needs and decision-making dynamics of each one.
This approach ensures that marketing resources are invested where they have the highest potential impact. Instead of marketing to thousands of potential leads and hoping a few are qualified, ABM enables you to market directly to the companies that are the best fit for your product or service — often those with the largest lifetime value.
ABM integrates deep account research, data-driven insights, personalized content, and precise multi-channel orchestration. It allows businesses to focus on quality over quantity, reduce waste in the sales process, and align internal teams around high-stakes revenue opportunities. More than just a tactic, ABM represents a shift in mindset: from generating traffic to generating revenue; from mass communication to meaningful engagement.
But why is it important for marketers and how do we create one?
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In today’s B2B environment, decision-making is complex. Buying committees are larger, deals take longer, and competition is fiercer than ever. The days of generic outreach, mass emails, and one-size-fits-all campaigns are over. Modern buyers demand relevance, and ABM delivers just that.
ABM is important because it brings strategic focus and measurable efficiency to revenue generation. Here’s why it matters:
It Aligns Sales and Marketing. Traditional B2B strategies often suffer from a disconnect between marketing, which focuses on lead volume, and sales, which focuses on account quality. ABM forces both teams to collaborate on identifying, engaging, and closing specific target accounts. This shared responsibility leads to improved collaboration, clearer communication, and stronger outcomes.
It Maximizes ROI. According to ITSMA, 87% of B2B marketers report that ABM delivers higher ROI than any other marketing approach. By focusing only on high-fit accounts and engaging them deeply, you minimize resource waste and maximize conversion likelihood.
It Accelerates Pipeline Velocity. When messages are hyper-relevant and tailored to real account pain points, the time from awareness to decision-making compresses. ABM removes the noise and builds buyer confidence faster.
It Enhances the Customer Experience. ABM doesn’t treat prospects like faceless leads. It recognizes them as partners in a long-term relationship. The personalized nature of ABM campaigns — from initial outreach to tailored landing pages — sets a positive tone early, leading to better engagement, satisfaction, and retention.
It Builds Competitive Advantage. In saturated markets, differentiation is hard. But when your team shows up with insights, empathy, and solutions that feel designed specifically for your target account, you become the vendor that stands out.
ABM isn’t just a marketing trend — it’s a business imperative for companies aiming to close complex deals in competitive B2B markets.
ABM leads to smarter business growth.
Creating an ABM strategy involves far more than just selecting accounts and sending them emails. It requires careful planning, internal alignment, thoughtful segmentation, personalized execution, and constant iteration. Here’s a deeper look at how to build a high-performing ABM program from the ground up:
1. Align Sales and Marketing
ABM is impossible without deep collaboration between sales and marketing. Start by establishing shared ownership of outcomes and defining what success looks like together. Schedule joint planning sessions where both teams:
Develop shared playbooks. Use the same language. Build systems that allow for transparent data sharing. This alignment becomes the fuel for effective execution.
2. Define Your Ideal Customer Profile (ICP)
Your ICP isn’t just a demographic snapshot — it’s a detailed composite of the companies most likely to benefit from your solution and drive revenue growth. Develop your ICP using:
Interview top customers. Analyze your highest-value closed-won deals. What makes them great customers? What patterns repeat? A well-defined ICP helps you prioritize accounts with real buying potential.
3. Select Target Accounts
With your ICP in hand, build your target account list using a mix of:
Segment accounts into tiers:
This tiered approach helps you scale ABM intelligently while preserving quality.
4. Build Buyer Personas and Account Maps
ABM success depends on reaching not just one person, but the entire buying committee. Create detailed personas that outline:
Then map the account:
This helps ensure you’re not dependent on one contact — and that your messaging connects with all decision-makers.
5. Develop Account-Based Campaigns
ABM campaigns are multi-channel, multi-touch, and deeply tailored. Start by developing messaging frameworks aligned to each account tier and buyer persona. Then deploy campaigns across channels like:
The key is orchestration: everything should feel connected, relevant, and consistent.
6. Create Personalized Destinations
Most marketers focus on personalizing outbound messages. Few personalize what happens after the click. That’s a missed opportunity.
Imagine sending a tailored email — only to have the prospect land on a generic homepage. That’s friction.
Platforms like LiftPilot solve this by letting you instantly generate hyper-personalized 1:1 landing pages for every account, dynamically populated with:
This seamless experience improves engagement, time-on-site, and conversion rates. When a prospect lands and thinks, “This was made just for me,” magic happens.
7. Measure, Learn, Optimize
ABM is not a set-it-and-forget-it tactic. You need to continuously measure and improve. Key metrics include:
Go beyond surface-level reporting. Use dashboards to monitor account progression across journey stages. Review win/loss insights quarterly. Interview your AEs about which content or touchpoints helped close deals.
Then iterate. Drop what doesn’t work. Double down on what does.
ABM excellence is a process of ongoing refinement.
"ABM is all about building better quality relationships; the ROI will follow." - Andy Bacon, B2B Marketing
Now that you have a clear ABM strategy, it’s time to get tactical. The best ABM programs don’t rely on one silver bullet. Instead, they orchestrate a range of personalized, account-centric tactics that engage decision-makers across multiple touchpoints. The goal: create a cohesive experience that feels deeply relevant at every stage of the journey.
Let’s explore a deeper breakdown of high-impact ABM tactics that leading marketing and sales teams use to break through noise, spark interest, and drive pipeline.
Hyper-Personalized Landing Pages
Landing pages are where the rubber meets the road. You’ve done the work to personalize outreach—now you need the destination to match. A disconnect between message and landing experience kills conversion.
High-performing teams use tools like LiftPilot to generate fully dynamic 1:1 pages for each target account. These pages:
Rather than generic feature lists, these destinations create tailored buying journeys that guide visitors toward a confident “yes.”
Intent-Driven Outreach
Buying intent data has transformed ABM. With platforms like Bombora, G2, and 6sense, you can identify when target accounts are actively researching topics related to your solution—before they fill out a form or raise their hand.
Use intent data to:
Intent allows you to meet buyers where they are in their journey—with relevance, not randomness.
Multi-Threaded Sequences
Modern buying decisions rarely rest with one individual. To win big deals, you need to build consensus across the buying committee. That’s where multi-threaded engagement comes in.
Design your sequences to:
ABM campaigns that speak to the CFO, the end user, and the IT lead simultaneously will always outperform those that rely on a single point of contact.
ABM Retargeting Ads
Retargeting may sound basic, but in ABM it’s highly strategic. Serve personalized display and social ads to stakeholders at target accounts, reinforcing the messaging they’ve already seen in email or sales outreach.
With platforms like Metadata and RollWorks, you can:
These ads help you stay top-of-mind and increase the number of touchpoints before a decision is made.
Direct Mail
In a digital world, tactile experiences stand out. Direct mail gives you the chance to surprise, delight, and deliver value beyond the inbox.
Examples of successful ABM direct mail:
The key is relevance. Don’t just send swag. Send something that tells the account: “We see you. We understand you.”
Personalized Video
Video is one of the most engaging formats available, especially when it’s personalized.
Use tools like Vidyard or Loom to:
Seeing a real human face builds trust. And when that person is speaking directly to your problem, it creates instant connection.
Personalization isn’t optional in ABM—it’s the foundation. In fact, the difference between mediocre and exceptional ABM comes down to one thing: how deeply you personalize the experience for each account.
Let’s explore why personalization matters so much, and how you can embed it across your entire ABM motion.
1. Personalization Shows Understanding
When you reference a prospect’s company name, industry, specific pain points, and even competitors, you demonstrate empathy and insight. That’s powerful. It tells the buyer: “We’ve done our homework. We’re not just here to sell—we’re here to solve.”
Compare that to a generic “Hi {{firstName}}” email. The former builds trust. The latter gets archived.
2. It Improves Campaign Performance
Personalized campaigns consistently outperform generic ones on every metric that matters:
Why? Because buyers respond to relevance. The more they see themselves in your messaging, the more likely they are to lean in.
3. It Enhances the Buying Experience
Modern buyers want self-directed journeys. Personalized content lets them explore your solution in a way that makes sense to them.
Instead of wading through generic whitepapers, they get content tailored to their industry, challenges, and use case. This makes the buying process smoother, more enjoyable, and more likely to convert.
You don’t have to handcraft every asset manually. With tools like LiftPilot, you can:
This means you can run personalized ABM at scale—without adding headcount or design hours.
5. It Differentiates You from the Competition
In a crowded market, your competitors are likely hitting the same accounts you are. Personalization is how you stand out.
When a buyer sees a landing page with their name, their logo, their challenges—and a clear, thoughtful solution—they’ll remember you. More importantly, they’ll choose you.
See how leading B2B teams create thousands of hyper-personalized ABM pages in minutes. Start your free trial and transform how you convert outbound clicks into pipeline.
You can’t optimize what you don’t measure. While ABM success isn’t about vanity metrics like email open rates, it does depend on tracking meaningful indicators of engagement, pipeline, and revenue.
Here’s what high-performing ABM teams measure:
Use platforms like 6sense or HubSpot to view activity by account, not just individual contacts.
Analyze which tactics and content are moving accounts through the funnel most efficiently.
Use multi-touch attribution models to track impact across campaigns and team contributions.
Efficiency matters just as much as impact. Measure what’s working—and what’s sustainable.
You can’t scale ABM with spreadsheets. The right tech stack helps you automate the hard parts, personalize at scale, and measure with clarity.
Here’s a breakdown of the core categories and top tools in each:
Data and Targeting
Personalization and Orchestration
Outreach and Engagement
Measurement and Attribution
The key is integration. Your tools should work together to give your team visibility, agility, and scalability.
Account-Based Marketing isn’t just another marketing playbook. It’s a strategic transformation—a way to build deeper relationships, improve revenue efficiency, and drive business growth with clarity and intent.
By aligning your teams, using real data to drive personalization, and scaling your efforts with tools like LiftPilot, you can move beyond random acts of marketing and build a repeatable, measurable growth engine.
The future of B2B isn’t broad. It’s focused, relevant, and account-first. ABM isn’t just how you market. It’s how you win.
Ready to Scale 1:1 Personalization across 1000s of accounts?
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Most outbound emails get ignored not because of bad products, but because of irrelevant messaging. Learn how AI can dynamically tailor outreach based on buyer intent, timing, and role—boosting open and reply rates without lifting a finger.
Most outbound emails get ignored not because of bad products, but because of irrelevant messaging. Learn how AI can dynamically tailor outreach based on buyer intent, timing, and role—boosting open and reply rates without lifting a finger.
Most outbound emails get ignored not because of bad products, but because of irrelevant messaging. Learn how AI can dynamically tailor outreach based on buyer intent, timing, and role—boosting open and reply rates without lifting a finger.