Introduction

Let’s talk about a truth in ABM that often gets overlooked: what works brilliantly for one customer might completely miss the mark with another.

Think about it. A marketing leader might be all over LinkedIn, actively engaging with posts and joining community discussions. But try reaching a CFO the same way.

You might as well be sending messages in a bottle. 

I remember when we were helping Vymo break into the Indian banking sector – we quickly realized that fancy LinkedIn campaigns alone weren’t going to cut it.

Instead, we had to get real about where these decision-makers spent their time. Sometimes it meant organizing intimate roundtable discussions. 

Other times, it was about sending thoughtful direct mailers that landed right on their desks. This shift in thinking? It helped us build a $21M pipeline from scratch.

In this guide, I’m sharing 6 proven ABM tactics working in 2025. Not because they’re trendy, but because they respect one simple truth: your best marketing happens when you show up where your customers naturally spend their time, in ways that make sense to them.

6 Essential ABM Tactics for 2025

1. AI-Powered Account Selection and Intent Monitoring

The foundation of any successful ABM program in 2025 is intelligent account selection. A research by McKinsey shows that companies investing in AI are experiencing a revenue increase of 3 to 15 percent, along with a sales ROI improvement of 10 to 20 percent.

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Modern AI systems now analyze several thousand data points per account, including:

• Technographics: What tools and technologies they use.
• Digital Body Language: Engagement across emails, websites, and ads.
• Content Consumption: Articles, whitepapers, and webinars consumed.
• Hiring Trends: Job postings indicating intent to adopt new solutions.
• Purchase Signals: Reviews, competitor comparisons, or RFP activity.

These data sources help create a comprehensive view of potential target accounts. The key is combining multiple data sources to create a complete picture of your target accounts. 

Just as Workday’s Recruiter Agent demonstrated in September 2024, AI can identify and engage with ideal prospects at scale. The agent showed a 25% increase in recruiter capacity by:

• Proactively sourcing passive candidates
• Automating personalized outreach
• Recommending top matches based on data analysis

For ABM practitioners, this same approach can be applied to account selection by:

1. Using AI to analyze past successful customer profiles, similar to how Workday’s Recruiter Agent analyzes candidate profiles
2. Automating initial account outreach, as demonstrated by Workday’s integration with platforms like Microsoft Teams
3. Leveraging predictive analytics to identify which accounts are most likely to convert, similar to how Workday’s agent predicts top talent matches

The key learning from Workday’s implementation is that AI can transform manual, time-consuming processes into automated, data-driven decisions – precisely what modern ABM demands for effective account selection and monitoring.

Modern ABM platforms can integrate data from company websites, social media platforms, industry news, technology stacks, financial reports, and more. 

This allows businesses to identify high-priority accounts and personalize their outreach based on the intent signals these accounts are sending out.

Tools for AI-Powered Account Selection

For companies looking to refine account selection with AI-driven insights, 6sense uses AI-driven predictive analytics to identify in-market accounts based on intent data, CRM insights, and behavioral signals, enabling businesses to identify high-priority accounts and optimize engagement timing.

ZoomInfo offers AI-powered account selection by leveraging firmographic, technographic, and behavioral data to score and rank accounts based on their likelihood to engage. It integrates seamlessly with CRMs and marketing automation platforms, ensuring precise targeting. 

Meanwhile, Clearbit enriches account data with real-time insights, using AI to assess firmographics and engagement patterns. It helps ABM teams identify best-fit accounts and tailor messaging based on dynamic data signals.

These tools empower businesses to move beyond static lead lists, ensuring that your ABM tactics focus on accounts with the highest conversion potential.

2. Personalized Multi-Channel Engagement

The most successful ABM programs coordinate engagement across all channels where decision-makers spend their time.

Research from a 2024 Gartner report reveals that businesses adopting omnichannel strategies experience a 20% increase in customer satisfaction and a 15% rise in retention rates compared to those relying on single-channel methods.

This multi-channel approach requires advanced orchestration. 

Successful programs will create tailored content and outreach through various channels, such as LinkedIn, email sequences, dynamic landing pages, webinars, and industry-specific events. 

Take, for instance, our ABM work with Vymo, where we executed a personalized multi-channel engagement strategy that delivered impressive results. 

Strategic Approach to Multi-Channel Orchestration

This multi-channel approach requires advanced orchestration. Successful programs create tailored content and outreach through various channels, such as LinkedIn, email sequences, dynamic landing pages, webinars, and industry-specific events.

1. Deep Audience Research

It started with deep audience research—we conducted seller interviews and even mystery shopping to identify the most pressing pain points faced by their potential buyers.

2. Digital Engagement Strategy

To capture initial interest, we ran LinkedIn campaigns featuring high-value content like blogs, white papers, webinars, and case studies. We didn’t stop there; retargeting website visitors and form viewers ensured we capitalized on missed opportunities.

3. Stakeholder Engagement and Pipeline Acceleration

For pipeline acceleration, we engaged multiple stakeholders within target accounts using a multi-threading approach. Personalized workshops and thoughtful gifts played a crucial role in nurturing trust and speeding up deal closures.

4. Targeted Email Outreach

Our email outreach was highly tailored, with Business Development Representatives (BDRs) targeting 250 decision-makers across 50 accounts. Insights from our audience research fueled customized messaging that resonated with each prospect.

5. Offline Engagement

Offline engagement sealed the deal, with carefully organized roundtables and industry events in collaboration with partners. These touchpoints helped build relationships and generate new opportunities.

Results and Key Success Factors

This personalized multi-channel strategy for Vymo yielded impressive results:

• 500 MQLs generated through LinkedIn campaigns
• $21M in marketing-sourced pipeline
• 2% improvement in engagement rates across target accounts

The key to success was seamless coordination between channels, ensuring prospects moved smoothly from one touchpoint to another, creating a continuous and tailored journey.

Tools For Personalized Engagement Across Multiple Channels  

 6sense

• Leverages first-party CRM + marketing automation data + third-party intent signals to prioritize high-intent accounts.
• Seamless integration with LinkedIn Ads, email, and outbound sales for precision targeting and execution.

Mutiny

• Website personalization engine that adapts landing pages and digital experiences in real time based on visitor data.
• Aligns web, email, and ad campaigns to ensure a consistent, high-impact customer journey that drives conversions.

Foundry

• Enables personalized web experiences and ad targeting based on account engagement & buying intent.
• Works alongside HubSpot (email nurturing) + ZoomInfo (contact data enrichment) for a full-funnel ABM approach.

These platforms are shaping the future of ABM, turning fragmented outreach into cohesive, account-focused engagement strategies that foster stronger relationships and accelerate revenue growth.

3. AI-Enhanced Content Personalization at Scale

In 2025, the game-changer in ABM isn’t just personalization—it’s intelligent personalization. According to Twilio Segment’s 2021 State of Personalization report, 75% of business leaders recognizing personalization as crucial for digital experiences and 52% of users reporting enhanced satisfaction, the mandate is clear: personalize or perish.

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Think of AI-powered content engines as your personalization command center. 

These sophisticated tools:

• Optimize content strategy with AI-driven performance tracking 

AI continuously monitors engagement across blogs, emails, and landing pages to identify high-performing content. 

For instance, if a B2B SaaS firm sees that its CFO-targeted whitepapers outperform video case studies, AI prioritizes whitepaper distribution for financial executives while adjusting video engagement strategies for operational leaders.

Uberflip, known for its robust content curation and management, helps streamline this process by ensuring the right content reaches the right audience.

• Track the engagement patterns that drive results 

AI tools track how different industries and personas interact with content. 

A marketing automation platform, for example, might detect that enterprise software buyers engage more with ROI-driven reports, while mid-market customers prefer step-by-step guides. AI then refines content recommendations based on these insights.

• Create content variations addressing each account’s challenges 

Instead of manually creating multiple versions, AI dynamically adjusts messaging based on real-time account insights. 

If a healthcare SaaS provider is targeting hospitals, AI can auto-insert healthcare compliance statistics into marketing emails, while a version for insurance companies highlights cost-saving automation benefits.

Mutiny enables this kind of real-time personalization by tailoring landing pages and digital experiences based on visitor data, ensuring relevant messaging that adapts dynamically.

Fibr.ai is another cost-effective alternative. Their specialized ABM personalization approach, combined with flexible pricing and dedicated support, offers a compelling value proposition for companies looking to scale their personalization efforts without breaking the bank.

These platforms aren’t just tools—they enable organizations to deliver personalized experiences at scale, turning generic outreach into tailored conversations that resonate with target accounts. Sales teams report increased engagement and more meaningful interactions when armed with these personalization capabilities.

4. Account-Based Experience Orchestration

The most sophisticated ABM programs focus on orchestrating entire account experiences, not just marketing campaigns. 

Gartner’s research indicates that 41% of respondents prioritized existing customer use cases as most important, with 88% ranking customer-centric use cases among their top three reasons.

Successful ABM tactics now create unified account profiles that track all touchpoints across marketing, sales, and customer success. This ensures that messaging is consistent across channels, and content and outreach are adapted based on how each account interacts with the business. 

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Account-Based Experience Orchestration Platforms

As ABM strategies evolve, businesses are shifting from isolated campaigns to running account-based experiences across every touchpoint. 

Demandbase 

• Enables real-time personalization by unifying account data and intent signals
• Ensures engagement strategies adapt dynamically to each account’s behavior

Folloze 

• Prioritizes tailored content experiences
• Helps marketing teams design interactive, behavior-driven journeys that deliver relevant messaging at critical decision-making stages
• Ensures every touchpoint aligns with the buyer’s intent and needs

Terminus 

• Integrates account-based advertising, engagement tracking, and analytics to streamline multi-channel outreach
• Enables businesses to coordinate personalized interactions that strengthen account relationships and accelerate pipeline growth

More than just tools, these ABM platforms are redefining how businesses build long-term relationships with high-value accounts. By centralizing account data and automating personalization, they ensure that every interaction is timely, relevant, and aligned with customer needs—driving stronger engagement and long-term revenue growth.

5. Intent-Based Account Prioritization

According to a research by Foundry, 91% of marketers leverage intent data and scoring in their ABM tactics to prioritize target accounts. 

They find it useful for building audiences, accessing contact-level insights, creating custom triggers, integrating campaigns, and selecting data sources.

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Snowflake’s approach to intent-based account prioritization showcases the power of modern ABM. 

Leveraging Intent Data for Smarter Account Selection

Hillary Carpio, Director of Account-Based Marketing at Snowflake, shared how their team uses Bombora’s intent data as the foundation of their ABM strategy, integrating it across account selection, content personalization, and outreach timing.

If you want to build a similar intent-driven ABM strategy, Bombora is a great starting point. It provides third-party intent data, identifying which accounts are actively researching solutions across a vast network of business websites. This allows teams to prioritize high-intent accounts for targeted outreach—just like Snowflake does.

Centralizing Data for Real-Time Insights

The process begins with collecting multiple data sources—including website behavior, visitor insights, and third-party intent data—all integrated into their Snowhouse data warehouse and visualized through Tableau embedded directly in Salesforce.

In the words of Hillary Carpio, “We use visitor insights to understand who’s visiting our sites, what they’re looking at, and what pages they’re viewing, then we combine that with our fit data as well as other engagement data to create an MQA (Marketing Qualified Account).”

To enhance account intelligence beyond what Snowflake does, companies can use Intentsify. It refines multi-source intent data, helping sales teams uncover high-intent accounts and personalize messaging for stronger connections.

The “Action Board”: A Command Center for Intent Signals

Their “Action Board” serves as a command center for real-time intent signals and engagement metrics.

When accounts show specific buying behaviors, the system automatically triggers their “one-two punch” approach:

1. Marketing activates targeted campaigns first.
2. SDR outreach follows two weeks later—ensuring the account is primed before personal contact.

If you want to track and act on engagement signals with deeper transparency, Intentive (by NetLine) is a great tool. Unlike traditional intent data providers, Intentive reveals exactly what content prospects engage with—whether it’s articles, white papers, or industry reports—giving sales teams more precise insights for targeted outreach.

Scoring and Qualifying High-Intent Accounts

The team tracks over 50 different intent signals per account, including topic surges, competitive research activities, and content consumption patterns. 

They’ve created a sophisticated scoring system that highlights accounts showing multiple intent signals within a two-week period.

Importantly, they won’t deploy SDR resources unless an account shows meaningful engagement (defined as 20+ page visits to their custom microsites).

A Responsive, Scalable Engagement Strategy

To maintain efficiency, they’ve implemented a responsive layer in their strategy—when intent signals surge, they activate pre-planned plays with consistent messaging across all channels. 

This data-driven approach helps them focus resources on accounts most likely to convert, resulting in significantly higher engagement and conversion rates.

If you want to scale your engagement strategy with precision, tools like  Bombora can help you prioritize outreach based on real-time account behavior, while Intentsify can refine messaging and timing based on multi-source insights.

Measurable Success and Company-Wide Adoption

Their intent-based approach yielded impressive outcomes:

• 36% meeting completion rate (up from 10%), 

• 3x increase in campaign attendance, and 

• 2x faster sales cycle. 

The success led to company-wide adoption, with sales teams now regularly prioritizing ABM-suggested accounts based on intent signals.

Want to see the entire video? Here’s the link: Snowflake’s approach to intent-based account prioritization for ABM

6. Dynamic Account Engagement Models

The most effective ABM programs use dynamic engagement models that adapt in real-time to account behavior. 

A report by the Boston Consulting Group (BCG) highlights that Salesforce’s strategic Account-Based Engagement (ABE) program led to a 45% year-over-year increase in pipeline generation and a 53% year-over-year growth in average deal size from their top 15 retail and consumer industry accounts. The report elaborates on Salesforce’s ABE strategy.

Here’s how Salesforce implemented ABE:

• ABE Launch: Salesforce initiated its ABE journey with a strategic one-to-few approach, targeting 300 accounts to secure executive buy-in, recognizing that starting small and proving value was crucial for program success.

Tools like Demandbase help businesses identify high-value accounts with AI-driven insights, ensuring the initial set of accounts aligns with ideal customer profiles (ICPs). 

• Targeting Underserved Accounts: The company strategically focused on manufacturing subindustries, aligning marketing efforts with specific subindustry needs while ensuring personalized engagement through deep customer understanding and pain point analysis.

With tools like RollWorks, marketers can refine engagement strategies by leveraging detailed analytics, account scoring, and audience segmentation. By identifying sub-industries with high engagement potential, RollWorks helps businesses prioritize accounts based on their level of interest and fit, ensuring that outreach efforts are hyper-relevant.

• Personalized Events: Salesforce created meticulously tailored event experiences for senior executives in high-priority accounts, leveraging data-driven insights to deliver highly personalized and integrated pre- and post-sales customer experiences.

Intercom enables real-time, personalized conversations with high-value accounts before, during, and after events. By tracking visitor behavior and integrating with CRM data, Intercom ensures that attendees receive tailored event invitations, real-time engagement opportunities, and follow-up messages that align with their interests and intent signals.

• One-to-One Expansion: Salesforce strategically expanded its ABE program to 35 high-potential retail and consumer accounts, demonstrating the scalability of their approach while maintaining personalization quality.

AI-powered tools like Demandbase help businesses transition from one-to-few to one-to-one personalization by continuously monitoring engagement trends and surfacing high-priority accounts based on real-time data. 

• Cross-Team Collaboration: Marketing, sales, and service teams worked in close collaboration, breaking down traditional silos to orchestrate seamless, end-to-end customer experiences that maximized long-term account revenues and margins.

RollWorks enables a unified view of account engagement, ensuring marketing and sales alignment through shared insights and coordinated touchpoints.

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Research by Cornell University indicates that personalized and adaptive strategies can significantly enhance user engagement. For instance, a study analyzing over 100 million Snapchat sessions found that incorporating contextual features into engagement models improved predictive performance from an R² of 0.345 to 0.522. 

This suggests that adaptive, context-aware approaches can substantially boost user engagement. Using the right platforms and tools enhances ABM tactics by aligning intent data with real-time audience behavior, ensuring highly relevant and impactful interactions that drive pipeline growth.

Bottom Line

Foundry’s third annual ABM and Intent Benchmarking study found that 96% of B2B marketers have a documented ABM strategy, 98% view it as crucial for their marketing goals, and 93% believe their ABM efforts have been very or extremely successful, up from 84% in 2023.

Success with ABM in 2025 requires a strategic combination of these six tactics, tailored to your specific target accounts and business goals. 

Remember: The most successful ABM programs focus on creating value at every interaction. When you consistently deliver relevant, helpful experiences to your target accounts, the sales conversations happen naturally.

Want to learn more about implementing these tactics? Let’s talk about your specific challenges and how modern ABM can help you overcome them.

Frequently Asked Questions

1. How do you maintain sales and marketing alignment throughout an ABM program?

Schedule regular alignment meetings, establish shared KPIs, create mutual feedback loops, and ensure both teams contribute to account insights. Success depends on transparent communication and shared goals across departments.

2. What’s a realistic timeline for seeing ROI from an ABM program?

Most companies begin seeing initial engagement improvements within 4-6 months. However, significant revenue impact typically emerges after 8-12 months as relationships deepen and accounts progress through longer sales cycles.

3. How often should ABM strategies be reviewed and updated?

Conduct monthly performance reviews of tactical elements and quarterly strategic assessments. This cadence allows for quick optimizations while ensuring your overall approach stays aligned with changing market conditions.

4. How do you effectively scale an ABM program without losing personalization?

Start by templatizing successful account approaches, build a content modularity framework, and establish clear personalization guidelines. Scale gradually while maintaining quality through systematic processes and clear documentation.