ABM in 2025

Trends shaping ABM in 2025

AI-driven engagement

According to Forrester, 99% of ABM leaders report higher ROI from their programs compared to traditional marketing efforts. AI-powered platforms like 6sense enable B2B marketers to leverage intent signals and predictive analytics to optimise engagement. For instance:

• Real-time personalisation: ABM platforms analyse account-level intent data to dynamically adjust messaging across touch points, such as email campaigns and landing pages.
• Efficiency gains: Organisations using these tools see an average 20% reduction in sales cycles by engaging accounts already demonstrating purchase intent[1].

Alignment delivers measurable outcomes

Forrester highlights that the alignment between marketing and sales teams remains a critical success factor in ABM. Organisations that integrate workflows and share KPIs see significant results, including:

• Revenue growth: A leading software company increased revenue by 48% year-over-year by uniting teams under an ABM framework with clear goals and accountability measures.

• Customer retention: Cohesive ABM strategies drive higher retention rates, with aligned teams reporting up to a 30% increase in account renewals[2].

Hybrid ABM models drive success

Gartner identifies the rise of hybrid ABM models as key to success in 2025. These approaches seamlessly integrate digital and in-person touchpoints, delivering cohesive experiences. Key outcomes include:

• Expanded deal sizes: Hybrid ABM approaches combining digital campaigns with in-person events have led to deal size increases of up to 40% in industries like manufacturing.

• Pipeline acceleration: Companies using hybrid strategies report faster deal closures as buyers experience consistent engagement across channels[3].
  

From vanity metrics to meaningful outcomes

As ABM evolves, the focus is shifting away from surface-level vanity metrics, such as impressions and clicks, to metrics that directly align with business objectives. These meaningful metrics help marketers assess the true impact of their ABM strategies and tie them back to revenue growth.

Metrics that matter

1. Pipeline velocity:
   
   • Definition: Measures the speed at which target accounts progress through the sales funnel. Faster movement indicates strong alignment between marketing and sales efforts.
   • Why it matters: A quicker pipeline means less friction in the buying process, leading to more efficient deal closures and a higher return on investment.
   • How to track: Use CRM tools to monitor time spent in each stage of the funnel. Identify bottlenecks and optimise processes to accelerate conversions.
2. Account expansion:
   • Definition: Tracks revenue generated from cross-selling and upselling within existing accounts.This reflects the depth of relationships and ongoing account engagement.
   • Why it matters: Expanding revenue within established accounts is often more cost-effective than acquiring new accounts. It also builds long-term partnerships.
   • How to drive growth: Develop tailored campaigns targeting additional pain points or solutions relevant to existing customers. Leverage account managers to nurture these opportunities.
3. Engagement quality:
   • Definition: Measures the depth and relevance of interactions with personalised content, such as time spent on landing pages or responses to tailored email campaigns.
   • Why it matters: High-quality engagement indicates that content resonates with the target audience and drives meaningful action.
   • How to measure: Analyse metrics like time spent per session, click-through rates on personalised emails, and feedback from interactive content like webinars or assessments.

Actionable tips

• Data Visualisation: Use real-time dashboards from platforms to visualise the contribution of ABM strategies to pipeline growth and revenue. Track these metrics in a centralised view to enable data-driven decision-making.
• Outcome alignment: Regularly review and align metrics with organisational goals, such as revenue targets or customer retention objectives. Ensure stakeholders across marketing and sales have visibility into these outcomes.
• Iterative improvement: Leverage insights from these metrics to refine ABM campaigns. For example, if engagement quality is low, re-evaluate your content strategy or targeting methods.

Actionable strategies for 2025

Embrace agile ABM

• Test and learn: Start with small, focused campaigns targeting high-value accounts. Use these as learning opportunities to refine messaging and tactics before scaling to a broader audience.
• Leverage intent data: Use tools like 6sense to prioritise accounts based on real-time buying signals, ensuring campaigns focus on those most likely to convert.
• Iterate quickly: Develop processes for rapid experimentation, incorporating feedback from performance metrics to continuously optimise campaigns.

Leverage hybrid models

• Blend online and offline experiences: Design campaigns that seamlessly transition between virtual touchpoints (e.g. webinars, email campaigns) and physical events (e.g. trade shows, product demos).
• Personalise for the hybrid journey: Tailor content and interactions to account preferences, ensuring consistent messaging regardless of the channel. For instance, follow up a virtual demo with an in-person meeting for high-potential accounts.
• Integrate technology: Use tools like CRM systems and event platforms to capture and align data from both virtual and in-person engagements, providing a unified view of the buyer’s journey.

Invest in ethical data practices

• Focus on first-party data: Shift reliance from third-party data to ethically sourced, first-party data collected through transparent methods like gated content, surveys, and event registrations.
• Ensure compliance: Regularly audit your data collection practices to ensure adherence to evolving privacy laws like GDPR and CCPA. Provide clear value exchanges for data, such as premium insights or exclusive access to events.
• Build trust: Demonstrate commitment to privacy by communicating how data will be used and offering opt-out options. Trust-driven data practices can improve engagement and account loyalty.

Prioritise team alignment

• Shared KPIs: Develop joint performance metrics for marketing and sales, such as pipeline contribution or account progression, to create mutual accountability and drive collaboration.
• Cross-functional workflows: Establish unified workflows and shared tools (e.g. integrated CRM platforms) that enable seamless handoffs and visibility across teams.
• Regular communication: Schedule consistent meetings between marketing and sales to review progress, address challenges, and brainstorm improvements. This alignment fosters a collaborative culture and boosts ABM performance.

Building a roadmap

ABM in 2025 is smarter, faster, and more focused than ever before. It’s about aligning teams, leveraging technology, and delivering personalised experiences at scale, all while keeping outcomes at the forefront. As the landscape evolves, marketers must lead by embracing new tools, strategies, and mindsets.

At Gilroy, we help organisations unlock the full potential of ABM by combining cutting-edge technology with actionable strategies. Whether you’re starting your ABM journey or refining your approach, we’re here to guide you.

Ready to redefine your ABM strategy? Schedule a consultation to see how we can help you drive measurable results.