Introduction: Why ABM in 2025 Looks Different
In 2025, ABM is no longer about launching campaigns — it’s about engineering engagement.
If your strategy still starts with a big target list and one-size messaging, you’re missing the real shift.
The new ABM question isn’t “Should we do it?”
It’s “How intelligently are we driving account engagement and pipeline impact?
Are you curious as to which side of this ABM shift are you on?
In 2025, the distinction between high and low-quality account-based marketing is not technological it’s focus. Teams aligned on correct signals are growing revenue, while the rest are chasing clicks. Account-based marketing has matured from niche B2B tactic to a growth engine, but 2025 has created a clear distinction between the players that have gained traction and those that have not. With AI-derived insights, intent data and predictive modelling now dominating every stage in the funnel, ABM is no longer “more leads” — but rather smart targeting, measurable influence and sales + marketing alignment.
Our infographic does a great job of clearly outlining What is Working vs. Dead in ABM, 2025. By reading below you will get insights as we dive deeper into how the top-performing teams are questioning how they are looking at ABM, what metrics are important, and what you should stop doing today.
What’s Working in 2025 ABM
1. Personalization Powered by AI That Addresses Real Buyer Pain Points
Personalization will be driven by AI in 2025 — but the best-performing teams will use AI to humanise, not automate. Rather than targeting static personas, marketers are utilising intent signals and behaviour data to develop messaging tied directly to actual buyer pain points.
Pro tip: Combine the firmographic, technographic and intent data to forecast which accounts are most likely to engage next.
2. Intent Data & Predictive Insights to Identify In-Market Accounts
The best ABM programs no longer start with cold lists — they start with intent data. Tools like 6sense, Bombora, or Demandbase can let you know which companies are actively searching for your solution category — giving you both the opportunity to time messaging and execute to the accounts that are most actively considering options.
Pro tip: Center your outreach around the top 15-20% of accounts that are exhibiting the biggest spikes of intent to engage your solution; these accounts are more likely to convert because they are actively considering options.
3. Aligned KPIs, Account Planning & Revenue
High-performing ABM programs in 2025 will be jointly owned by sales and marketing teams. Shared KPIs — Account Engagement Score, Pipeline Influenced, Conversion Velocity, etc. will take the place of vanity metrics such as MQLs.
Pro tip: Sync account lists every week and establish a routine for visualising engagement dashboards together and refining targeting and outreach efforts.
4. Assessing Real Performance — Not Vanity Metrics
The most effective ABM teams assess how their endeavours impact pipeline expansion, deal expiry, and sustainability, and not just email attribution or impressions.
Pro tip: Create attribution dashboards that tie campaigns to revenue movement through the buyer committee.
5. Multi-Channel Orchestration versus Single-Channel Reliance
Email alone naturally does not hit the same anymore; leading ABM programs use orchestrated plays on LinkedIn, social retargeting, events, and custom content hubs.
Pro tip: Reach accounts using at least three different touchpoints, i.e. content + social + direct sales, to maximize conversions.
What’s Dead in 2025 ABM
1. Generic Email Blasts & One-Size-Fits-All Messages
Buyers can spot a mass email instantly. If your outreach isn’t personalized, it’s ignored. Generic automation is now seen as spam, not strategy.
2. Cold Prospecting & Outdated Databases
Sending to stale lists without intent or engagement data leads to low-quality conversations and wasted ad spend.
Fix: Refresh data quarterly and prioritise warm accounts showing engagement signals.
3. Siloed Teams with No Feedback Loops
When sales and marketing don’t align, ABM falls apart. Coordination, shared insights, and feedback are now non-negotiable.
Fix: Implement weekly syncs to discuss account progress, challenges, and next steps.
4. Measuring Clicks Instead of Conversions
Clicks and impressions don’t reflect account movement. In 2025, the focus has shifted to depth of engagement and pipeline influence.
Fix: Replace CTR with metrics like engagement score, opportunity creation, and deal velocity.
5. Relying on One Channel Alone (Like Email)
The buyer journey has expanded — from LinkedIn to Slack communities to webinars. Depending solely on one channel means missing most touchpoints.
Fix: Build multi-channel experiences that move your buyer from awareness to decision seamlessly.
2025 ABM Action Plan for Teams
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Find high-intent accounts using predictive signals.
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Replace MQLs to account-based KPIs tied to revenue.
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Build a common pipeline view for sales and marketing.
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Create integrated multi-channel engagement journeys.
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Find velocity to conversion and influenced revenue.
Key Take-aways
In 2025, it’s not about “doing more” in ABM — but doing it better.
AI, intent data, and connected KPIs are transforming the meaning of success. What’s successful now is based on accuracy, personalization, and partnership.
If your ABM motion still relies on cold lists and email blasts, it’s time for transformation, before your competitors do!
Which habits of Account Based Marketing did you break or leave behind in 2025, and what has changed in your results from doing so?
I’d love to hear about your experience in the comments below as I’m collecting real-life marketing experiences to showcase some of the shifts taking shape in 2025 ABM success.
