"Account based marketing isn't just another channel or tactic. It's a strategic approach that flips the traditional funnel. Instead of casting a wide net, ABM teams select high-propensity accounts. From there, marketers align revenue teams around orchestrated, personalized, and multi-channel programs tailored to buying groups within those accounts. So, marketing doesn't "throw leads over the wall." In ABM, marketers co-own an account plan with sales or customer success, share a single view of the buying group, and run coordinated touches across channels to amplify engagement."
"As the founder of the NextGenABM, I've seen this tactic lead to game-changing growth. Over the past decade, I've helped B2B teams break into prospect accounts, from the Fortune 500 to fast-growing startups. I've seen the benefits of shifting from manual tactics to automated, AI-assisted marketing orchestration using a strategic ABM approach. In this guide, I'll share how I build AI-powered ABM programs to tackle Fortune 500 IT deals and why they work."
"ABM success drives real revenue for businesses. In a Forrester and RollWorks poll, personalized advertising strategies resulted in a 60% higher win rate for companies. Beyond that, 58% of B2B marketers closed larger deals after using ABM advertising. When the process works, three things happen: Tighter sales/marketing alignment throughout the process. Sharper messaging (because campaigns are built on dynamic account intelligence). Cleaner hand-offs (because everyone is looking at the same data and milestones)."
Account-based marketing identifies target accounts first and builds bespoke marketing and sales strategies for each account. Revenue and marketing teams align around shared account plans and a single view of buying groups to coordinate personalized, multi-channel touches. Automation and AI-assisted orchestration replace manual tactics to scale engagement and break into large prospect accounts. Data indicates personalized ABM approaches can increase win rates by about 60% and help many B2B marketers close larger deals. The primary outcomes include tighter sales/marketing alignment, sharper messaging informed by dynamic account intelligence, and cleaner hand-offs across teams.
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