Earlier this month, I had the privilege of attending B2B Marketing's Global ABM Conference alongside my colleagues Scarlet Sanigar and Sonia Laverty. Always a highlight in our events calendar, the day brought together some of the sharpest minds in Account-Based Marketing (ABM) to share insights, strategies, and predictions about its future and what's working right now.
Unsurprisingly, Generative AI took center stage, with discussions focused on how ABM practitioners are integrating this technology to drive scalable outcomes. But while AI is an exciting development, some of the most impactful takeaways for me were centered around the fundamental pillars of successful ABM: personalization, creativity, data, and internal alignment.
Here are my key learnings from the event:
1. Personalized ABM: More Than Just a Buzzword
Yes, ABM is all about personalization—but one crucial aspect often gets overlooked: tailoring your ABM strategy to fit your organization.
As Scarlet Sanigar, SVP, Client Services at The Marketing Practice and our brilliant client Annelie Kniep, Senior Marketing Manager, ABM & Strategic Programs EMEA at Splunk pointed out during their keynote session, success begins with aligning your ABM efforts to your broader business strategy. It’s not enough to simply adopt best practices; you need to ask, How does ABM fit within our organization’s unique goals and culture?
This upfront investment in understanding your company’s needs will enable you to:
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Position ABM as a critical part of the overall strategy.
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Secure buy-in from leadership and other key stakeholders.
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Drive shared success across teams, fostering alignment and collaboration.
Personalization doesn’t just apply to prospects—it must start internally to ensure that ABM is viewed as a strategic lever for growth.
2. ABM as a Testbed for Innovation
One of my favorite insights from the event came during a dynamic discussion between Orla Hennessy, James O’Flaherty, and Davis Potter. Their message was clear: ABM should be a testbed for creative thinking and innovation.
While there’s been a recent push toward efficiency and scalability in ABM, this focus can sometimes come at the expense of creativity. Engaging brand teams early and establishing clear guidelines for ABM can help bridge this gap, enabling marketers to craft human-centric stories that resonate on an emotional level.
Creativity and innovation shouldn’t be seen as optional; they are essential to building campaigns that break through the noise and leave a lasting impact on your audience.
3. Data and Measurement: Evolving Beyond the Basics
Data and measurement have long been pain points for ABM practitioners. But as highlighted by Grace McLaren and Andy Lane, we’re starting to see a shift toward more mature and actionable metrics.
While sales alignment remains critical, the next frontier is integrating sales insights with traditional performance data to create a more holistic view of ABM success. This evolution allows teams to:
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Understand how engagement translates into pipeline and revenue.
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Take swift action based on real-time insights.
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Demonstrate value to sales teams and stakeholders in a more meaningful way.
This emerging approach to measurement is an exciting development that has the potential to elevate ABM from a marketing initiative to a business-critical function.
4. Internal Change Strategy: The Missing Workstream
Another standout session was led by Judy Wilks and Phoebe Jackson, who emphasized the importance of developing a robust internal communications strategy for ABM.
Why does this matter? In many organizations, ABM success can take months to materialize in the form of ROI. In the meantime, internal stakeholders—especially sales—need to see the value ABM is delivering.
By telling compelling internal success stories and “ABM-ifying” your messaging within your organization, you can:
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Build credibility and momentum for the program.
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Keep internal teams engaged and aligned.
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Demonstrate how ABM is driving outcomes that matter to sales and leadership.
An effective internal communications strategy can be the difference between a program that thrives and one that struggles to gain traction.
Driving success in 2025 and beyond
The B2B Marketing Global ABM Conference was a powerful reminder of how nuanced and multifaceted ABM truly is. From personalization and creativity to data and internal alignment, each element plays a critical role in driving success.
As we look to 2025 and beyond, the challenge for ABM practitioners will be to continue innovating, aligning with sales, and demonstrating measurable outcomes that deliver real business value.
If you’re looking for practical guidance to refine your strategy, check out our ABM Planning Guide for 2025. It’s designed to help you think through key considerations and set your ABM program up for success in the coming year.
Are you facing challenges with your ABM strategy? We'd love to hear about them and talk through how we could help, feel free to drop us a message.
