According to an ABM statistics roundup from HubSpot, most marketers (70%) report using an Account-Based Marketing (ABM) approach in 2021. Many are still in the early stages, given that just the year prior, only 15% of marketers were levering ABM.

Today’s ABM approach emphasizes precise targeting, appealing to expectations of personalized outreach. Another factor behind ABM’s current popularity: over the past several years, technology finally caught up with the concept of ABM, making the strategy truly scalable for the first time.

When ABM first came on the scene in the 2010s, B2B marketing and sales teams were enthusiastic about the possibilities because the approach offered a methodical way to identify the best potential customers and create outreach that spoke to their unique pain points. But marketers quickly ran into a scaling problem due to the length of the sales cycle and the number of people involved in B2B purchasing decisions.

A Gartner estimate found that six to 10 people are typically involved in making the purchase decision in a complex B2B sale, with the number of decision-makers growing in proportion to the complexity of the product. Another challenge for marketing and sales teams: prospective buyers are doing independent research, and it was difficult, if not impossible, to capture data on that when ABM was first introduced.

Marketers a decade-plus ago didn’t have the technology to capture intent, and hyper-personalized messaging at the scale required too much research and manual data entry to make it worthwhile to most companies. That’s why ABM didn’t become the dominant marketing strategy back then.

Hyper-Segmentation vs. Hyper-Personalization

Now, more than a decade after it debuted, ABM has become the dominant strategy. With the introduction of new tools, including technology that allows marketers to gain insight using intent segmentation, ABM is now scalable. Marketers are also now engaged in hyper-segmentation instead of hyper-personalization.

By using intent data when available and accessing profile data such as location, industry, subindustry, business size, technology use, etc., marketers can create high-intensity segmentation, combining profile and behavioral information. Hyper-segmentation allows marketers to tailor campaigns in a way that is both affordable and scalable.

As with any marketing strategy, it’s important to measure ABM campaign performance. This is especially true as the business environment shifts, e.g., when companies start adding in-person events back to their marketing calendars. Marketers need to know how digital and non-digital campaigns perform, how buying groups have evolved, and/or whether target customers’ goals have changed. Performance measurement can help marketers improve marketing efficiency and spot emerging customer trends.

Teamwork — And a Single Source of Data Truth

ABM is a marketing approach, but keep in mind that effective ABM requires collaboration between marketing and sales. That’s why it’s critical to integrate marketing data inside the CRM. Using CRM as the database lets marketers easily share data across the organization and create reports using a single source of truth that is credible to everyone in the company.

When done right, ABM works because it allows marketers to zero in on potential customers’ challenges and objectives. It tells the people who receive marketing messages that the company knows who they are and can help them solve their business problems. This gives the sales team an advantage as they build relationships with prospective customers and move leads through the pipeline, ending in a successful sale.

As more and more organizations move to ABM, B2B marketers need to forget outdated notions that ABM isn’t a functional practice – instead, the technology has finally caught up with the concept, enabling hyper-segmentation and the ability to affordably scale outreach. Another thing to know: B2B marketers who can track lead progress through the funnel and measure campaign impact will be in a better position to collaborate with sales colleagues and close more deals in 2022.

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Advanced B2B Marketing Analytic Hacks

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Top 5 Reports Your CEO Wants From Marketing

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Attribution: From Beginner to Bada$$

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10 Tips to Improve Your Marketing in 2022

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Tessian Case Study

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Real-World Strategies to Scale Your Marketing Operations

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Apptio Case Study

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TripActions Case Study

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Research Brief: Demand Waterfall®: What To Measure And Why

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Research Brief: What B2B Marketing Leaders are Measuring: Five Key Takeaways

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Research Brief: Marketing ROI: Adapting ROI Concepts For B2B Tactic Or Program Evaluation

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Sales and Marketing Alignment Best Practices

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10 Urgent Questions for Marketing Operations

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Integrate Case Study

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The State of B2B Marketing Measurement: Metrics Leaders Use to Drive Best-in-Class Performance

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Here’s Why Full Circle Matters to Salesforce Admins

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Defend the Spend: How to Show Marketing’s Impact on Your Business

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Digital Source Tracker Cost Dashboard Overview

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Full Circle Method for Digital Marketing Overview

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Digital Source Tracker Engagement Dashboard Overview

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Digital Source Tracker Effectiveness Dashboard Overview

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Digital Source Tracker Revenue Dashboard Overview

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Top 10 Reports Your CMO Wants from Digital Marketing

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Gender Equality at the C-Level: Is it possible? with Bonnie Crater

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How MongoDB Achieved a 360 Degree View of Sales and Marketing Alignment

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A Deep Dive into Advanced B2B Marketing Analytics with Full Circle and Einstein Analytics

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From Lean to Machine: Building Scale at a Startup in Record Time

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Leveraging Salesforce Data to Drive Revenue and Align Marketing and Sales

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Intro to Full Circle Campaign Attribution

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The Tech Blog Writer Podcast

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Velocity & Shortening Your Sales Cycle

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Complete Funnel Visibility and Reporting

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Optimizing Marketing Outcomes Over Time

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An Intro to Full Circle Matchmaker

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Full Circle Insights Overview

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Always in Beta: Adopting a Mindset for the Modern Digital World

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The Change That Increased Marketing-Sourced Meetings By Over 40%

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B2B Marketing Metrics to Impress the C-Suite

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Hired Case Study

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Four Dashboards to Make Marketing Measurement Easy – WEBSITE TESTING

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Neuromarketing and Neuroselling: The New Sciences of Persuasion

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10 Ways to Bridge the Gap With Millennial Marketers

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What CEOs Look for in a CMO

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Realizing The Promise of Data-Driven Marketing

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Scaling ABM Through AI and Machine Learning

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The Chief Revenue Officer Panel

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Why a 10X Increase in MarTech Spend is Ushering in the Decade of the CMO

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How to Identify Opportunities for a Healthier Funnel

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Campaign Attribution + Funnel Metrics = The New Normal?

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Don’t Just Report Marketing Performance – Improve It

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Aligning Finance and Marketing

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Gaining Account Context for Lead Engagement and Measurement

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Optimize Your Marketing Mix in Salesforce

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Optimize ABM Performance for the Demand Unit, Not MQLs

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Remix Your Marketing Mix with Campaign Attribution

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Simplify Your Funnel: Sophisticated Analytics Don’t Have to Be Hard

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Making the Business Case for Marketing Metrics

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Smarter and Granular Marketing Planning with Goals and Attribution

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Stuck in the Middle: Strategies for Turbocharging Your Funnel

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Take the Guesswork out of Campaign Attribution

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The Eye-Opening Framework For Waking Up Your Content Performance

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The Metrics That Marketers Need to Track to Build High Performance Campaigns

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Leveraging Campaign Insights to Crush Your Targets

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Top 5 Game Changing Salesforce Hacks

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Why Attribution is Only Part of the Story

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Keys To Operationalizing the New Demand Unit Waterfall

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How to Optimize Your Content for Funnel Conversion and Revenue Impact

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From Napkin To Blueprint – Mapping A Marketing Plan With Your Metrics

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How To Leverage Funnel Metrics and Attribution Data For Your 2019 Planning

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How Marketing Can Close the Gap to Give Sales the Insights They Need

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Campaign Influence Best Practices in Salesforce

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Building a Solid Case for Attribution to the CMO

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Aligning Sales and Marketing with Funnel Metrics

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Adapting Salesforce for an Account-Based Strategy

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ABM in Action – Target, Execute, Measure

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5 Steps to Full Funnel Visibility

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Reporting on Steroids: Tap into the Power of Full Circle Insights

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5 Funnel Metric Secrets to Drive Marketing Performance

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4 Reporting Categories That Drive Actionable Insights And Smarter Decision Making

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3 Common Myths of Marketing and Sales Alignment

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Optimizing​​ ​Sales​ ​&​ ​Marketing​ ​Ops Processes in Salesforce

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How a Metrics-Driven Martech Company Scaled Marketing

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Discovering (and Accelerating) the Path to Growth

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Excel Pro-Tips for Marketing and Sales Data

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Guide to 2nd Half Planning with Campaign Insights

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Build vs Buy Marketing Analytics

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Cost of Not Implementing Marketing Performance Management

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Content Optimization Reference Sheets

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Buyer Groups and Demand Units Demystified

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Spice Up Your Marketing Funnel

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Aligning Sales Development & Marketing for Success

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ABM in Action: Part 2

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Top 10 Signs You Have A Marketing Data Problem

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Created by Marketing, Loved by Sales

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ABM in Action: Part 1

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3 Tips for Finding Insights with Multi-Touch Models

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Surfacing & Harvesting Low Hanging Fruit

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How Getting Marketing Attribution Right Boosts Sales and Your Career Trajectory

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Lead-to-Account Matching Buyer’s Checklist

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Top 5 Reports Finance Wants from Marketing

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Avoiding Analysis Paralysis In Marketing Measurement

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Guide to Tracking UTM Parameters

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Designing a Lead Lifecycle

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Attribution Model Cheat Sheet

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MQL vs Revenue-Based Demand Planning

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Four Dashboards to Make Marketing Measurement Easy

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Lead to Account Matching Buyer’s Guide

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Six Steps to Start Small with ABM

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Performance-Driven Marketer’s Guide to Annual Planning

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Top 5 Reports Sales Wants From Marketing

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UTM Parameters Cheat Sheet

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Turbo Charge Your Analytics In Salesforce

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ABM Success Metrics

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Attribution Buyer’s Checklist

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State of B2B Full-Funnel Measurement

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Ultimate CMO Board Package Reference Guide

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10 Killer Salesforce Reports

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Accelerating Pipeline with Contact Roles in Salesforce

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Jobvite Case Study

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Highspot Case Study

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Fuze Case Study

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DiscoverOrg Case Study

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AppDynamics Case Study

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Vidyard Case Study

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Jumpstart Datasheet

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Matchmaker Datasheet

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Digital Source Tracker Datasheet

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Campaign Attribution Datasheet

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Response Management Datasheet

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MOFU Diagnostic Cheat Sheet

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