What’s New in ABM for B2B Marketers?

Account-Based Marketing (ABM) has evolved from a niche strategy to a must-have for modern B2B growth. And in 2025? It’s not just evolving—it’s accelerating.

ABM delivers results. Data shows 85% of marketers say it outperforms other tactics when it comes to ROI, and teams using mature ABM strategies are seeing 200%+ growth in marketing-generated revenue. 

But to keep up, marketers need more than just a solid ICP and some LinkedIn ads. Whether you’re running one-to-one, one-to-few or one-to-many programs, understanding the three levels of ABM is key to evolving your strategy. ABM in 2025 means tighter alignment, sharper tech and smarter personalization across the entire buying journey. 

Here’s what’s new—and what needs to be on your radar.

1. AI Is Supercharging ABM (For Real This Time)

AI isn’t just a new tool in your tech stack—it’s completely reshaping how ABM works.

From targeting and timing to personalization and performance, AI is helping B2B teams do more with less while delivering a more relevant, responsive experience to every account.

That means…

Smarter account selection. Tools like 6sense, Demandbase and ZoomInfo now track intent signals, job changes, budget shifts and even tech stack data to help you zero in on accounts that are ready to buy—before they raise their hands.

Predictive models prioritize for you. They can forecast which accounts are most likely to convert, so your team can focus energy where it counts.

Personalization doesn’t stop at first name. AI tools can tailor your website, content, email and outreach based on the account’s industry, journey stage and behavior. (This makes every touchpoint feel like a custom experience!)

Orchestration is automatic. With real-time behavior signals, AI can speed up or slow down campaigns, swap in new assets or escalate handoffs to sales automatically.

2. Personalization Is Going Even Deeper

Technology can get you 80% of the way there, but that last 20%? Still human. And still critical.

For top-tier, high-revenue accounts, one-to-one ABM remains the gold standard. That means custom landing pages, personalized videos, direct mail, C-suite roundtables and high-touch follow-ups tailored specifically to that account’s business.

At scale, one-to-few and one-to-many ABM still demand relevance. 

AI can help you create segments that go deeper than “industry = SaaS.” 

Think: “SaaS companies hiring DevOps leaders, adopting new compliance tools and opening offices in the EU.” 

That’s where relevance turns into results.

3. Success Is Hinging On Alignment Through RevOps

True ABM success happens when sales, marketing and customer success are running the same plays—not just working in parallel, but rowing in the same direction, with shared goals and clear handoffs.

That also means making sure your ABM and demand gen strategies aren’t competing—but complementing each other. (If you need a little help before jumping in, this post breaks down how to align both without sacrificing performance.)

Shared metrics. Pipeline influence. Opportunity creation. Account engagement across buying committees. Closed-won velocity within priority tiers. When everyone is aligned to revenue—not just MQLs—you get better focus and faster wins.

Shared tech. Whether you’re using Salesforce, HubSpot or something custom, your systems need to talk to each other. That means shared dashboards, clean data, and full visibility into how each account is progressing through the journey—from first touch to expansion.

Shared insights. Sales needs to know what content is landing and when to follow up. Marketing needs to hear what objections are surfacing in the field. Customer success needs to flag upsell and churn risk signals. RevOps creates the infrastructure to make those signals actionable across teams.

The result? No more handoff gaps, misaligned outreach or duplicated efforts—just coordinated, buyer-centric execution that drives real revenue.

4. First-Party Data Is Powering Precise Targeting

With third-party cookies disappearing and privacy expectations rising, ABM teams are getting serious about data quality.

Today’s winning strategies rely on robust first-party data—collected directly through website visits, demo requests, gated content, webinars and customer interactions.

Platforms like Clearbit, Segment and Hushly help clean, unify and enrich that data so you’re not guessing when it comes to intent or behavior.

Just as important? Consent. Buyers expect transparency around what you’re collecting and why. Privacy-forward strategies like contextual targeting and zero-party data capture (where users share preferences directly) are becoming best practice—not just legal necessity.

5. Omnichannel Is No Longer Optional

Today’s B2B buyers are bouncing between 10+ channels—and your brand needs to keep up.

Be present where they are. From LinkedIn and YouTube to email, Slack communities, podcast guest spots, search results and events—every touchpoint plays a role in the journey.

Keep the message consistent. AI can help maintain tone and voice across all content and campaigns, so you’re not repeating yourself—but reinforcing yourself.

Bring offline back. Direct mail, custom swag and branded gifting (via tools like Sendoso and Postal) add a tactile layer to digital journeys and help you break through the noise.

6. Lean Teams Are Having More Impact

You don’t need a massive team or bloated tech stack to pull off a great ABM program in 2025.

Start with focus. Target your best-fit, highest-revenue-potential accounts and trim the rest. ABM isn’t about reach—it’s about relevance.

Scale with smart tools. Many platforms offer built-in orchestration, measurement and targeting features that make big programs manageable with small teams.

Stretch what you’ve got. Repurpose that webinar into a nurture sequence. Turn a sales deck into a carousel. Use snippets from customer calls as content hooks. The smartest teams are the scrappiest.

Let's Get ABM-ing!

Ready to build an ABM strategy that’s actually aligned, personalized and built for how B2B buyers buy today? 

Unreal Digital Group helps revenue teams go beyond the basics—using AI, content and smart orchestration to drive real results. 📩 Let’s talk about how we can help you turn your ABM vision into measurable revenue.