Account-based marketing (ABM) isn’t what it used to be, and that’s a good thing. Gone are the days when ABM simply meant creating intent-based target account lists and empowering sales and marketing to work together effectively. Today's ABM landscape is more dynamic, data-driven, and sophisticated than ever before.
This evolution couldn't have come at a better time. The B2B buying environment has fundamentally shifted, with longer sales cycles, expanding buying committees, and increasingly digital-first interactions becoming the norm. Modern buyers expect personalized, relevant experiences at every touchpoint, and traditional ABM approaches simply can't deliver at the scale and sophistication required.
In this article, we explore what’s changed, what foundational account-based marketing best practices still apply, and how to build a modern ABM strategy designed for today’s complex B2B reality.
From Static to Strategic: A Quick Refresher on ABM’s Origins
Traditional ABM was built on a simple premise: identify high-value target accounts and coordinate sales and marketing efforts to penetrate them through highly personalized, one-to-one engagement. This approach defined ABM for years with its focus on:
- 1:1 sales and marketing collaboration with shared account ownership
- Static account lists typically updated quarterly or annually
- Outbound targeting through direct mail, cold outreach, and event marketing
The foundational best practices that emerged from this era included:
- ICP development: Creating detailed ideal customer profiles based on firmographics and company characteristics
- Personalized content: Developing account-specific messaging and materials
- Sales enablement alignment: Ensuring sales teams had the tools and information needed for targeted outreach
These foundational best practices are still critical for both ABM and growth marketing. But marketers need to take into account a few changes.
What’s Changed: The New Rules of ABM
The traditional ABM model was built for a less complex world. A world where buyers came to you, decisions were made by a single stakeholder, and intent was linear and obvious.
That world no longer exists. Here’s what’s happening instead.
Buying Committees Are Bigger and Harder to Reach
The days of selling to a single decision-maker are long gone. Today's B2B purchases involve an average of 6 to 10 stakeholders across multiple departments and often span global, remote teams. This fundamental shift has reshaped modern ABM tactics in several key ways:
- You’re not targeting a decision-maker, you’re influencing a decision network.
- ABM strategies must be multi-threaded, engaging various personas with tailored messaging across channels.
- Your content must address diverse pain points while remaining cohesive across the journey.
This complexity means modern ABM strategies must account for various stakeholders entering and exiting the buying process at different stages, each with unique priorities, concerns, and information needs.
AI, Intent, and Predictive Tools Are Reshaping Targeting
ABM targeting and prioritization has seen dramatic change. Advanced platforms like 6sense, Demandbase, and Terminus now enable:
- Dynamic account prioritization based on real-time behavioral signals
- Behavioral signals beyond firmographics to guide strategy and timing
- AI-generated content at scale that maintains relevance while increasing reach
- Predictive analytics that identify accounts entering active buying cycles
This technological evolution means ABM teams can now identify intent signals, predict account behavior, and personalize outreach with unprecedented accuracy and scale. Your tech stack isn’t just support, it’s a strategy amplifier.
ABM Is Now a Full-Funnel Discipline
ABM no longer stops at acquisition. In fact, some of its greatest value comes after the sale.
- Growth-stage companies are using ABM to drive expansion revenue
- Customer success teams are building account-based experiences to deepen relationships
- Lifecycle marketing now plays a central role in maintaining and growing key accounts
This full-funnel approach recognizes that existing customers often represent the highest-value opportunities for growth.
ABM Is More Integrated With a Broader Growth Marketing Strategy
ABM used to live in its own corner. Now it’s deeply connected with your:
- SEO and content (to attract and engage key accounts organically)
- Paid media (to drive awareness and accelerate journey progression)
- Demand gen and brand marketing (to build recognition and trust)
Modern ABM tactics are part of your entire marketing mix, not separate from it. This integration ensures ABM efforts amplify and are amplified by broader marketing initiatives.
What Still Works: The Core ABM Best Practices That Matter
While ABM has evolved significantly, certain foundational elements remain as important as ever.
Clear ICP Definition and Account Tiering
The importance of well-defined ideal customer profiles and strategic account segmentation hasn't diminished. These tactics have actually become more critical as targeting options have expanded.
Sales and Marketing Alignment
Perhaps more important than ever, alignment now includes shared dashboards, service level agreements (SLAs), and coordinated technology stacks that enable real-time collaboration.
Personalization and Relevance at Every Touchpoint
The expectation for personalized experiences has only intensified, though the methods for delivering personalization have become more sophisticated.
Strategic Content Tailored to Account Needs
High-quality, relevant content remains the foundation of successful ABM programs, though creation and distribution methods have evolved.
Closed-Loop Reporting and Optimization
Data-driven optimization continues to be essential, with modern tools providing deeper insights and more granular measurement capabilities.
How to Build a Modern ABM Strategy, Step by Step
Building an effective modern ABM strategy requires a systematic approach that balances proven fundamentals with innovative capabilities.
Step 1: Refresh ICP and Segmentation
Update your ideal customer profiles to account for new buying behaviors, expanded buying committees, and changed market dynamics. Consider both firmographic data and behavioral signals in your segmentation approach.
Step 2: Align Internal Teams and Define Shared KPIs
Establish clear roles, responsibilities, and success metrics across sales, marketing, and customer success teams. Create shared dashboards and regular alignment meetings.
Step 3: Leverage Intent and Predictive Data for Targeting
Implement tools that can identify accounts showing buying signals and prioritize outreach based on likelihood to purchase rather than static characteristics alone.
Step 4: Map Content to Buying Stages and Committees
Develop content strategies that address different personas within buying committees at various stages of their decision-making process.
Step 5: Use Technology to Automate and Personalize at Scale
Deploy ABM platforms, marketing automation, and AI tools that enable personalization while maintaining efficiency.
Step 6: Continuously Measure and Iterate
Establish regular review cycles to analyze performance, gather feedback, and optimize your approach based on results.
What to Include in Your ABM Tech Stack
A modern ABM technology foundation typically includes:
- ABM platforms (6sense, Demandbase, Terminus)
- CRM integration for seamless data flow
- Marketing automation platforms for scaled personalization
- Analytics tools for performance measurement and optimization
The Future of ABM Works Smarter, Not Harder
ABM isn’t about chasing the latest shiny object—it’s about applying timeless principles in a smarter, more scalable way.
To win in today’s crowded B2B landscape, you don’t need to abandon the fundamentals. You need to refine them with modern tools, deeper insights, and closer collaboration.
ABM is no longer just a playbook, it’s a platform for growth. The marketers who succeed won’t just follow trends; they’ll build resilient, adaptive strategies that evolve with their buyers.
Ready to level up your ABM strategy? Explore expert guides, playbooks, and tools in our ABM Resource Hub to stay ahead of the curve and drive meaningful results with your account-based marketing initiatives.