Why a highly targeted ABM program should be the centerpiece of your marketing strategy

Account-based marketing has always been a mainstay in B2B marketing, but in 2024 we saw an increasing demand for an approach that prioritized hyper-personalization. That trend is set to continue in 2025 and become increasingly more prevalent. Despite 82% of global B2B marketing decision-makers reporting that their budgets are likely to increase by 1% or more, only 35% of organizations will actually see any real-terms increase when adjusted for inflation.

What this means for ABM activity is that businesses now expect the programs they invest in to fully harness the advances that have been made in the field and the wider technology landscape in recent years. Over the past decade, automation, AI, and advanced analytics have enabled better targeting, measurement, and scalability of ABM strategies, but the advent of large language models (LLMs) and generative AI has once again led to an evolution of capabilities and increased efficiency.  

With the continuing pressure to do more with less, there’s an increasing need to demonstrate the ROI of ABM programs. Investment in advanced technology that can streamline activities is a core element of this, but it must not be at the expense of personalization. Furthermore, demonstrating ROI with any technology necessitates the availability of effective measurement, which must also inform technology adoption roadmaps.  

Why prioritize ABM? 

The key reason ABM should be a priority for marketing spend is that it takes advantage of technologies that can operationalize data-rich ecosystems. The marriage of intent data and advanced predictive analytics, for example, has made it easier than ever to deliver personalized experiences to broader audiences without losing the customized touch.  

ABM programs can harness data from across an organization, from sales and customer retention activities to customer support, finance, and product development data. This therefore moves ABM beyond its traditional function and enables it to support a more holistic customer experience, driving further integration with customer success teams.  

This evolution has moved ABM from being purely based on customer acquisition to programs that includes account expansion, cross-selling opportunities, and retention, supporting the entire customer journey. A crucial outcome here is that data, teams, processes, and technology come together to create an efficient and unified strategy geared toward growth and retention through strengthening customer relationships. 

Advancing account-based intelligence  

Doing more for less is not a new concept—in fact, it’s typically the long-term intention behind the adoption of technology, beyond the initial financial investment and implementation. Understanding how ABM can harness current and nascent technology will be crucial for determining how campaigns will be run over the coming year, so it’s crucial that marketers are aware of the wider technology trends that will affect the landscape—and customer expectations.  

Generative AI, for example, can be used to parse more targeted and personalized content from large collections of data, refining messaging for target cohorts. This process can then be repeated to enable further personalization for smaller cohorts and individuals. Further capabilities are also being unlocked with multi-modal models, which enable the creation of bespoke creative assets, such as images and videos, from text that can support one-to-one and one-to-few campaigns. An example might be a customer or prospect who is passionate about cooking, who can then be targeted with visual assets that reflect this interest.   

GenAI can also be used to engage targets driven to a website with a chatbot that further refines the buyer journey and creates more data from which even more bespoke assets and campaigns can be derived, again increasing personalization. It’s crucial, however, to make sure that those conducting these activities are aware of the risks inherent in GenAI use cases, or work with trusted partners who can ensure they are compliant with data regulations and best practices around GenAI.  

The evolution of analytics tools is also set to help marketers react to the latest information so that ABM campaigns are able to respond more immediately to changing requirements in real time. The rise of agentic AI is likely to supercharge this activity because agents will be able to retrieve and respond to real-time data almost immediately. This advanced use case may be out of the reach of smaller organizations, but the potential for innovation and growth will be a compelling element of ABM in 2025.  

As is the case with all elements of marketing, AI continues to play an increasing role in ABM strategies, helping to streamline and refine, while also delivering hyper-personalized content at the right stage in the buyer’s journey. With 34% of marketing professionals intending to move toward an ABM strategy in the future, it’s crucial they understand the key technology and market trends that will shape the coming year. Partnering with a supplier who understands these factors will be essential for delivering success and helping you develop a future-proof strategy that meets your short- and long-term business needs.  

Download Metia's B2B Marketing Trends Report here.