Account-Based Marketing (ABM) is a go-to strategy for B2B companies going after enterprise or other high-value accounts.

It’s one of those concepts in B2B Marketing that seems straightforward – of course you should be focusing your sales and marketing efforts on the most important accounts – but the execution is where marketers are getting tripped up.

Hillary Carpio, Head of ABM at Snowflake, puts it best: “ABM isn’t just a marketing tactic. It’s a complete organizational shift.”

And for many teams, that shift is where things start to unravel. According to Gartner, about 36% of marketers struggle with measuring ROI of ABM.

ABM done well means stronger alignment with marketing and sales, deeper engagement with key accounts, and higher ROI on your marketing efforts. 

We’re going to skip the generic “What is ABM” spiel. Instead, this article is based on insights from ABM experts we’ve interviewed recently – we’ll get right into the lessons, tactics, and trends that are shaping ABM today.

You’ll learn:

• Why ABM continues to matter in 2025
• The biggest misconceptions about ABM (and how to avoid them)
• Practical strategies and tactics that real B2B leaders use to make ABM work
• How to adapt ABM to your team’s resources and scale effectively

Why ABM Still Matters in 2025

Chris Rack, former CEO of PharosIQ, points out that while ABM isn’t new, it’s more relevant than ever:

“ABM has been around since the late ‘90s. What’s changed is the buyer’s journey. Marketing is now responsible for delivering much of the information prospects need before they even engage with sales.”

In the past, sales teams controlled the flow of information. Today, buyers expect to research solutions independently before reaching out. ABM helps companies adapt by enabling personalized engagement at the right time, with the right people.

Why B2B Marketers Continue to Invest in ABM:

• Quality Over Quantity: ABM focuses resources on fewer, high-value accounts, improving efficiency and ROI.
• Complex Buying Committees: B2B sales often involve multiple decision-makers. ABM targets entire account teams, ensuring no key stakeholder is left out.
• Alignment Between Teams: ABM bridges the gap between marketing and sales, creating a unified approach to targeting and closing deals.

What ABM Isn’t (Debunking Myths)

Many teams fail at ABM because they misunderstand its purpose or implementation. Here are the most common misconceptions—and the reality behind them:

MYTH: ABM is just another tool in your tech stack.

Reality: “Vendors sell ABM like it’s a button you press, but it’s not. ABM is a strategy, not software,” says Chris Rack.

Tools like Terminus or Demandbase can help, but ABM’s success depends on the strategy behind it.

MYTH: ABM is fancy ads.

Reality: “ABM isn’t just about running display ads for target accounts. It’s about building a multi-channel, personalized experience,” explains Mason Cosby, CEO at Scrappy ABM.

Ads might bring awareness, but ABM requires engagement across touchpoints like email, events, and direct outreach.

MYTH: ABM works for any business.

Reality: ABM is most effective for companies with higher deal sizes and complex sales cycles. “If your ACV is under $50,000, ABM may not be worth the investment,” warns Cosby.

ABM isn’t about technology, ads, or shortcuts. It’s about strategically aligning your efforts to build meaningful relationships with key accounts.

Building a Successful ABM Strategy

Hillary Carpio emphasizes that alignment is the backbone of ABM:

“If sales and marketing aren’t aligned on target accounts and success metrics, you’re setting yourself up to fail.”

1. Aligning Teams

ABM requires deep collaboration between marketing, sales, and other teams. Snowflake, for instance, uses ABM to:

• Improve SDR efficiency by focusing on high-value accounts.
• Enhance campaign performance with hyper-personalized messaging.
• Boost attendance rates for field marketing events.

One of the biggest roadblocks in ABM is when sales and marketing aren’t on the same page. John Short, CEO of Compound Growth Marketing, points out:

“ABM can’t work if sales is sitting there asking, ‘What is this campaign supposed to do?’ Alignment isn’t just a kickoff meeting; it’s an ongoing conversation.”

At its core, ABM is about supporting sales in a more intentional way. That means both teams need to agree on the target accounts, what success looks like, and the role each team plays in getting there.

2. Targeting the Right Accounts

Not all accounts are created equal, and one of the biggest mistakes marketers make is trying to scale ABM like a lead-generation program. John stresses the importance of focus:

“ABM isn’t about casting a wider net—it’s about making a bigger impact with fewer accounts. Start small and do it right, or you’ll dilute the results.”

Instead of spreading resources too thin, prioritize high-value accounts that align with your business goals. Look for accounts with the potential to expand over time and where your solution can make a significant impact.

3. Measuring Success

Traditional KPIs like leads or MQLs don’t apply to ABM. Instead, measure outcomes like:

• Pipeline growth within target accounts.
• Engagement levels from key decision-makers.
• Closed-won deals in priority segments.

The best ABM programs don’t focus on vanity metrics like impressions or clicks. Instead, they measure success through account engagement, pipeline growth, and closed deals. Working backward from these metrics ensures that every dollar and hour spent moves the needle.

Simplifying ABM Without Losing Impact

Implementing ABM can feel overwhelming, especially for smaller teams. That’s where getting “scrappy” comes in. Mason Cosby suggests starting small and focusing on the essentials:

“You don’t need a massive budget or team. Start with a few accounts, use what you already have, and iterate.”

How to Start Small:

1. Pilot Programs: Choose 5–10 high-priority accounts and test tailored campaigns.
2. Use Intent Data: Prioritize accounts showing buying signals through tools like Bombora.
3. Repurpose Content: Adapt existing assets for specific accounts instead of creating everything from scratch.

ABM doesn’t have to be daunting. Starting small lets you test, learn, and scale without overcommitting resources.

Emerging Trends in ABM

As ABM evolves, successful teams are embracing new approaches:

• Intent Data as the New Normal: Companies like PharosIQ use down-funnel intent signals to prioritize outreach and focus on accounts actively researching solutions.
• ABM-Demand Gen Integration: Snowflake merges ABM with demand generation to boost overall efficiency, creating a seamless buyer experience.
• The Post-Pandemic Playbook: With more buyers engaging online, ABM strategies now lean heavily on digital touchpoints, but in-person events remain powerful for closing deals.

Execution Tips from the Experts

What Works:

• Cross-Team Collaboration: “ABM is a team sport,” says Hillary Carpio. Regular communication between marketing, sales, and operations ensures alignment.
• Focused Playbooks: Chris Rack advises sticking to a few high-impact plays rather than overcomplicating your strategy.

What Doesn’t:

• Over-Reliance on Tech: “Tools can’t fix bad strategy,” warns Mason Cosby
• Misaligned KPIs: Avoid measuring ABM with traditional lead-based metrics. Account-based outcomes are key.

The Bottom Line on Account Based Marketing (ABM)

ABM isn’t about quick wins—it’s about strategic alignment and long-term impact. By focusing on lessons from leaders who’ve succeeded, you can avoid common pitfalls and build an ABM program that delivers real results.

More Resources on ABM from Exit Five:

• ABM with Hillary Carpio
• How to Simplify ABM with Mason Cosby, Founder of Scrappy ABM
• AI in B2B Marketing, Understanding Account-Based Marketing, and more with John Short

Community Exclusive Templates

If you’re an Exit Five community member, you can check out our ABM templates here – they cover:

• ABM Roles and Responsibilities
• Account Entitlement Worksheet
• Account Planning Template
• ABM Funnel Worksheet
• ABM Campaign Checklist
• ABM Foundations Checklist
• ABM Maturity Model

Not an Exit Five member? You can try it out for free for 7 days and check out our ABM templates and so much more. Just sign up here.