11 Powerful ABM Strategies to Skyrocket Your B2B Sales in 2025

Account-based marketing (ABM) is increasingly popular due to its targeted approach, with 76% of B2B marketers reporting higher ROI compared to traditional methods. Its personalized, account-specific strategy significantly improves engagement and deal-closing rates. (Source: thecmo.com)

Over the years, ABM strategies for B2B lead generation have evolved, adapting to technological changes, buyer behavior, and marketing needs. Additionally, ABM's precision is skyrocketing with more refined data collection and cleansing tools and technologies. 

So, to help you make the best of ABM strategy for your business, this guide curates ten advanced strategies for B2B companies like yours. 

With these B2B ABM strategies to level up your sales and marketing efforts.

Proven Account-Based Marketing Tactics

Despite being one of the best demand-generation methods, only 17% of marketers leverage a mature ABM system. You can use this information as an advantage and refine your ABM practices.

Here are 11 best ABM strategies to look out for in 2025:

1. Apply a Goal-Setting Framework

Establishing clear and specific objectives is the foundation of ABM strategies. Ensure that you set highly realistic benchmarks you aim to achieve. You can do so by applying effective goal-setting frameworks like:

Let's understand these frameworks in detail:

SMART Goals: 

Provides a structured approach to goal setting, ensuring clarity and attainability.

• Specific: Clearly define the objective.  
• Measurable: Establish measurable criteria for tracking progress. 
• Achievable: Ensure the goal is realistic and attainable. 
• Relevant: Align with broader objectives and mission. 
• Time-bound: Specify a timeframe for achieving the goal.

MASTER Goals:

Emphasize the alignment of individual or team goals with the broader mission and vision of the organization. It includes elements to maintain motivation and relevance.

• Mission: Ensure goals align with the overall mission. 
• Achievable: Set realistic objectives. 
• Specific: Clearly define the details of the goal.
• Time-bound: Specify a timeframe for completion.
• Exciting: Generate enthusiasm and motivation.
• Relevant: Align with broader organizational priorities and strategies.

OKRs:

Focus on outcome-driven performance. It promotes agility and adaptability in achieving goals.

• Objectives: Clearly state what you need to achieve. 
• Key Results: Define measurable milestones indicating progress.  

The key is setting challenging, ambitious objectives with measurable results, promoting continuous improvement, and aligning with the organization's broader goals.

2. Select the Right Accounts

Selecting the right accounts is the core of the B2B ABM strategy. Numerous accounts may fall within your Ideal Customer Profile (ICP) or target buyers. But not all of them have the same demand or align with your product's service capabilities. Therefore, you must identify accounts facing challenges that your solutions can address effectively.

Suppose you run a software company that provides project management tools. Initially, you may assume that your ideal customers are businesses in various industries looking for project management solutions. However, you might discover a more specific pattern by analyzing your most successful customers.

Upon closer examination, your most successful customers are not just businesses. Instead, they are software development companies with distributed teams. These companies often have unique project management needs for coordinating efforts across different time zones.

Considering the example, here's how you can find the right accounts: 

• Examine your largest deals and repeat/renewed buyers
• Analyze activities that led to successful deals
• Examine support tickets or consulting engagements with these customers
• Conduct multiple interviews with sales and service teammates
• Identify themes and patterns from team feedback
• Focus on accounts whose logos and testimonials enhance brand legitimacy

3. Pick a Relevant ABM Approach:

When reaching your selected accounts, you must choose which ABM strategy approach fits best. There are three critical ABM approaches: 

Though an expert ABM agency can pick and execute the best approach for your business, you should know the basics:

First up,

• 1:1

It is like a precision strike in ABM. It's super personalized and tailored to a single high-value account. 

Use this when you're dealing with those big fish that could make a significant impact on your business.

• 1:Few

The approach is like a pilot campaign, targeting a small cluster of accounts. It's not as laser-focused as 1:1, but you're still personalizing your strategy for a selected group. 

1:Few is perfect when you have a handful of accounts with similar characteristics or needs. You can balance personalization with more scalability.

• 1:Many

It casts a wider net, targeting a larger set of accounts with shared traits. It's more about efficiency and reaching a broader audience. 

Go for 1:Many when your target market is diverse, and you want to make an impact across multiple fronts.

4. Build an ABM List

In B2B lead generation, ABM strategy is not just a list of accounts or companies you want to target. But, an ABM list targets high-value companies that should be your paying customers. To create such a high-quality list, do the following:

• Check Lead Data Accuracy

Given the heavy reliance of ABM campaigns on data, precision is a must. Your marketing team needs to ensure the accuracy of any existing lead data they have. Plus, they need to maintain proper data formatting and regular data cleansing. A reliable lead management software can be helpful here. 

• Use Tiers to Prioritize Leads

Once you collect accurate lead data, you must segment and structure it. Use the Three-Tiered Strategy to list ABM leads based on priority. Here's how:

• Establish ABM List Ownership

Assign a dedicated owner to your ABM list. A successful and outcome-oriented ABM strategy flourishes when there is organizational alignment and accountability. 

Designating a point of contact for your Target Account List (TAL) helps avoid the common issue of too many individuals involved. While a collaborative approach is beneficial, having one person take ownership and be recognized as the primary decision-maker is crucial.

5. Run Outbound ABM Campaign to Reach Your Target Accounts

One of the best ABM strategies for B2B marketing is running outbound ABM campaigns. 90% of companies aim to generate new business with ABM campaigns. If you relate to them, incorporating outbound ABM marketing is the best thing you can do. 

It'll enable you to strategically engage with your target accounts' personas to build rapport. Utilize various channels for effective outreach:

• Cold Emailing

  • Craft compelling and personalized cold emails tailored to each recipient.
  • Highlight the value proposition and address specific pain points.
  • Follow up strategically to nurture leads and encourage further interaction.

• Warm Calling

  • Reference previous interactions with prospects, such as LinkedIn engagement or email exchanges.
  • Focus on building a connection and understanding their requirements over closing a sale.

• LinkedIn

  • Identify key decision-makers, influencers, and relevant groups on LinkedIn.
  • Connect with them and engage through personalized messages.
  • Share relevant content, comment on their posts, and participate in industry discussions.

• Tradeshows and Events

• Attend industry tradeshows and events where your target accounts are present.
• Schedule meetings in advance and leverage the opportunity for face-to-face interactions.
• Distribute relevant materials to get consented contact information for follow-ups.

6. Create a Cross-functional ABM Team

A close collaboration across sales, marketing, and customer success teams leads to the successful ABM B2B marketing. Thus, you must build a cross-functional department working collectively for shared progress. Here's how you can make a perfect team:

• Assemble a team with diverse skill sets, including marketing, sales, content creation, data analysis, and customer success.
• Ensure representation from various departments to bring different perspectives and expertise.
• Foster collaboration by emphasizing the importance of each team member's role in the ABM strategy.
• Establish clear communication channels to ensure all team members agree regarding goals, strategies, and target accounts.
• Conduct regular cross-functional meetings to review progress, share insights, and address challenges.
• Invest in technology and tools that facilitate collaboration and streamline processes.
• Implement a centralized platform for sharing data, insights, and campaign performance metrics.
• Define key performance indicators (KPIs) that align with marketing, sales, and customer success objectives.

7. Personalize Your Messaging and Content

Traditional and generalized marketing messages simply get you ignored in today’s generation. The next-gen ABM strategy is all about personalization and relevance. So, you must customize your messaging to resonate with the decision-makers roles:

• Craft personalized landing pages for specific companies or individuals, catering to their unique needs and preferences.
• Customize each visitor's web content, images, layouts, and CTAs based on their identity, past behaviors, and actions. You can use website personalization software, such as:

• Tailor your email content around the prospect's challenges by leveraging insights into their role and responsibilities. You can use personalized interactive email elements that guide recipients to targeted solutions. However, your approach will slightly differ for different ABM types:

• Develop social media ads addressing industry-specific pain points and critical metrics.
• Personalize direct mail for a contact at a target account, tailored to their interests.

8. Nurture Relationships Through Consistent Engagement 

71% of customers want personalized and tailored interactions with companies. Thus, you must apply this information in your lead nurturing campaign. You can do this through the following steps:

• Set the 'welcome' nurture track for the Top of the Funnel or ToFu (Awareness Stage). Use messaging that raises awareness of their problems through thought leadership content. 
• At the Middle of the Funnel or MoFu (Consideration Stage), showcase how your product/service is the solution that would make their life simpler and easier.
• Prospects have almost made up their minds at the Bottom of the Funnel or BoFu (Decision/Purchase Stage). Your messaging should provide clear wins for choosing you, supported by niche industry insights, data, stats, and case studies from similar accounts.
• Consider establishing a retention nurture track for existing accounts – emphasizing the ongoing customer relationship.

• Implement a Multi-Channel Approach

Being responsive on various channels helps you stay on top of the minds of your target accounts.

For instance, an executive with a hectic schedule might find reading your thought leadership articles challenging. Still, a targeted display ad on social media could effectively capture their attention.

• Leverage Intent Data

It involves data on website visitors' behaviors, such as:

• The pages they visited
• Visit frequency
• Time spent on each page

Additionally, it can verify the channels through which your target accounts research solutions. Thus, you gain enough data to share the topic and choose the channel to nurture accounts.

9. Measure and Refine Your ABM Efforts

Regularly assessing the effectiveness of your ABM strategies is the secret of B2B marketing success. 

To do so, marketers mainly track revenue won. But you must keep a close eye on other critical metrics like below:

• Account Engagement Score

It gauges a target account's engagement level with your marketing and sales efforts. It measures interactions, including:

• • Website visits
  • Content downloads
  • Email open rates
  • Social media interactions
  • Event attendance, etc

• Lead Close Rates

The lead close rate represents the target accounts percentage that progresses through the sales funnel and transforms into paying customers. 

Close Rate = (Total number of accounts converted/Total number of target accounts engaged)×100

• Sales Pipeline Growth

It denotes the total potential revenue currently in the sales pipeline. Monitoring the generated pipeline allows you to determine the following:

• • The number of newly created opportunities.
  • The progression of these opportunities through the pipeline.
  • The potential revenue the business can generate.

• Pipeline Velocity

It denotes the pace at which a lead progresses through the sales pipeline. A lower pipeline velocity suggests friction in your sales pipeline.

Pipeline velocity = (Number of SQLs in the pipeline x Win rate (%) x Average deal size)/ Sales cycle length

• Churn Rate

It provides insight into a business's customer base health and retention capability. 

Churn Rate = Total number of customers at the beginning of the period/ Number of customers lost.

Use the data-driven insights you gather from the above metrics to refine your approach and optimize your ABM campaigns. Also, establish a feedback mechanism to gather input from sales teams and other stakeholders. Then, use feedback to make targeted improvements and address specific pain points.

10. Practice Account Expansion and Upselling 

The best ABM strategy is the apt practice of account expansion and upselling. ABM can extend beyond customer acquisition and help you upsell to your best customers. It contributes to long-term customer relationships and business growth. To achieve this, you need to nurture your existing accounts. Here's how:

• Get a Deeper Understanding of Accounts

Continuously analyze and understand the evolving needs of existing accounts. Utilize customer feedback and data to gain insights into areas for improvement or additional services.

• Create Customized Content for Upselling

Develop personalized content addressing the specific needs and pain points of current customers. Highlight the value of additional products or services that align with their existing usage.

• Ensure Proactive Communication

Stay in regular contact with existing accounts through personalized communications. Proactively share relevant updates, industry insights, and exclusive offers to maintain engagement.

• Run Tailored Upselling Campaigns

Design targeted upselling campaigns based on each account's specific characteristics and behaviors. Align upselling messages with the customer's journey and past interactions with your company.

• Build Exclusive Loyalty Programs

Introduce exclusive loyalty programs or benefits for long-standing customers. Incentivize continued partnership through discounts, early access to new features, or dedicated support.

11. Invest in the Right ABM Software

Choosing the right Account-Based Marketing software is critical for scaling your ABM efforts effectively. An advanced ABM platform helps streamline account targeting, automate personalized outreach, and accurately measure your ROI. Here’s what to look for when investing in ABM software:

Advanced Targeting Capabilities:

Utilize platforms offering robust segmentation and predictive analytics to pinpoint high-value accounts accurately.

Intent Data Integration:

Leverage software that integrates real-time intent signals, allowing your teams to engage prospects precisely when they're most receptive.

Omnichannel Campaign Management:

Select a tool capable of managing personalized messaging across multiple channels seamlessly, including email, social media, advertising, and direct outreach.

Comprehensive Analytics & Reporting:

Ensure the software provides deep insights and clear metrics to evaluate campaign success, pipeline growth, and overall ABM effectiveness.

Investing wisely in ABM software not only boosts your marketing efficiency but also dramatically enhances your team's ability to convert accounts into long-term customers.

Conclusion

It is amusing how quickly B2B landscapes evolve in today's era. It makes adopting advanced ABM strategies imperative for your sustained business growth. Our guide illuminates the transformative potential of these tactics with tips and examples. 

Hopefully, it will help you achieve heightened precision in targeting and converting the right accounts. You can navigate complexities effectively by targeting high-value accounts and maximizing B2B sales. For a deeper dive into ABM excellence, contact Revnew today! 

Our expertly curated resources can help you unravel the nuanced world of ABM. Elevate your strategy, redefine success – delve into ABM mastery with us.