You’ve launched your account-based marketing (ABM) campaign with the right accounts, content, and metrics in place. But if you’re aiming for long-term impact, not just short-term wins, it’s time to optimize and evolve your strategy.
Whether your goal is entering new markets, converting high-value accounts, or outpacing competitors, here are five proven ways to refine your ABM approach and unlock bigger results.
1. Break Down Data Silos with a Unified ABM System
ABM success hinges on close alignment between sales and marketing, but fragmented data often stands in the way. In fact, a majority of B2B marketers report that data silos hurt campaign clarity and performance.
Centralizing account insights and engagement data into one platform solves this issue. When sales and marketing access a single, real-time view of target accounts, they can confidently collaborate on lead nurturing, customer profiles, and engagement tactics. Integration with your CRM and marketing tools further enhances segmentation, attribution, and real-time optimization.
Unified systems also create shared dashboards, drive transparency, and help teams jointly track progress and refine strategies. The result? Sharper targeting, personalized messaging, and the agility to respond to shifts in buyer behavior.
2. Use Intent Signals to Align Teams and Accelerate Outcomes
Knowing when a prospect is ready to engage is critical in ABM. Intent data—behavioral signals that show what a lead is researching or interested in—can provide that edge.
Tracking these signals across both prospects and existing customers can enable teams reach out with timely, relevant messaging that matches where accounts are in their journey. For example:
- New prospects researching your product category can receive tailored ads and educational content.
- Existing customers exploring advanced features could be prime for upsell conversations backed by case studies and ROI calculators.
Shared visibility into these insights enables marketing and sales to prioritize high-interest accounts, fine-tune content strategies, and accelerate pipeline growth with confidence.
3. Embrace Emerging ABM Channels
Traditional channels like content syndication, display ads, and LinkedIn still work—but in a privacy-first world, newer formats are reshaping ABM strategy. Smart marketers are already exploring:
- Connected TV (CTV): Deliver hyper-targeted video ads to engaged buying committees based on prior activity.
- TikTok & Short-Form Video: Offer bite-sized insights and testimonials to humanize your brand and connect with younger B2B buyers.
- Podcasts: Showcase thought leadership and product expertise in an authentic, high-impact format.
- In-Person Events: Combat digital fatigue with live engagement and follow-ups driven by account-level insights.
Start small by piloting campaigns across these channels. Test, learn, and refine before scaling up—always ensuring these efforts align with your broader ABM orchestration.
4. Boost Efficiency with Automation and AI
Automation and AI can revolutionize ABM by reducing manual work and increasing impact. Use them to streamline tasks like:
- Triggering follow-up emails based on account activity
- Sending real-time sales alerts when high-intent actions are taken
- Personalizing campaign content with AI-generated messaging
AI can also detect behavior patterns to help prioritize accounts and recommend outreach strategies. While human input is still key—especially for review and tone—using AI ensures you scale personalization without sacrificing relevance or speed.
5. Invest in Ongoing Learning and Adaptation
The B2B landscape isn’t standing still. Purchase processes are growing more complex, and new tools and tactics are constantly emerging. To keep your ABM program future-proof, continuous learning is essential.
Certifications in ABM orchestration, intent data usage, and AI-led personalization are great places to start. Workshops on multi-channel engagement, sales-marketing alignment, and emerging platforms like CTV or niche social media can sharpen your skillset.
Stay connected with the industry by:
- Subscribing to newsletters and research updates
- Joining LinkedIn groups, Slack communities, and ABM roundtables
- Attending webinars, conferences, and networking forums
These connections provide real-world advice, trend insights, and inspiration to keep your ABM efforts fresh and effective.
Also read: Personalizing ABM: What B2B Marketers Can Learn from B2C
ABM Is a Journey, Not a Set-and-Forget Tactic
ABM is about building a revenue engine that adapts and grows with your business. Tear down data silos, leverage intent insights, explore new channels, adopt smart tools, and commit to continuous learning to position your team for sustainable success.
The strategies shared above aren’t one-size-fits-all—but with the right combination, they can drive deeper engagement, better conversion rates, and a stronger return on your ABM investment
