Account Based Marketing: Best ABM Tools, Techniques & Examples 2025

What is Account-Based Marketing?

Account-Based Marketing (ABM) is a focused approach to B2B marketing. Instead of targeting a broad audience, it prioritizes specific high-value accounts. These are companies that are more likely to convert and bring significant revenue.

ABM is effective because it delivers personalized experiences to decision-makers within those accounts. This approach helps marketing and sales teams work together with a shared goal: closing deals with the right companies.

ABM also works well alongside inbound marketing. Inbound strategies help attract potential customers, and ABM refines that pool by selecting and nurturing the best-fit accounts through targeted campaigns.

Core Principles and Techniques

Effective ABM is built on a few key pillars:

1. Targeting the Right Accounts

Start with a clear Ideal Customer Profile (ICP). Use firmographic data, intent signals, and behavioral insights to identify companies that match your ICP.

2. Personalized Outreach

Customize messages, content, and experiences for each account. For example, GumGum once created a custom comic book for a prospect's CEO. Personalization doesn’t have to be that elaborate, but it must be relevant and specific.

3. Sales and Marketing Alignment

Both teams need to collaborate on account selection, messaging, and outreach. Salsify did this effectively by coordinating event invitations and follow-ups across channels, making sure both teams contributed.

4. Multi-Channel Engagement

Use email, ads, social media, and direct outreach to stay visible. Intridea used a billboard targeted at a single company alongside personalized online campaigns, creating a strong presence across platforms.

5. Measuring Results

Focus on metrics that show progress within target accounts. These include account engagement, deal size, win rate, and revenue from target accounts. For example, LiveRamp focused on a small group of companies and saw better conversion rates and higher lifetime value.

Top ABM Tools in 2025

Here are some of the most widely used and effective ABM tools:

• HubSpot: Great for marketing automation and CRM.
• Demandbase One: Strong for account intelligence and targeting.
• 6sense: Uses AI to predict buying behavior.
• Terminus: Helps with campaign planning and execution.
• RollWorks: Offers advanced targeting using machine learning.

How ABM Differs from Traditional Marketing

Traditional marketing tries to bring in as many leads as possible, then qualify them over time. ABM flips that model. It starts by choosing the right accounts and then invests in building tailored campaigns for them. The result is fewer leads, but better ones. ABM also ensures tighter collaboration between sales and marketing.

How to Measure ABM Success

Instead of tracking generic leads, focus on:

• Engagement with target accounts
• Movement through the sales funnel
• Win rates for target accounts
• Average deal size
• Revenue from high-value accounts

These metrics give a better picture of how your ABM strategy is performing.

The Future of ABM

ABM is changing fast. Here’s what to expect:

• More Precision with AI: AI will help identify the right accounts and send the right messages at the right time.
• Deeper Personalization: Campaigns will be more tailored to individual roles and challenges within each company.
• Unified Revenue Teams: Sales and marketing will work even more closely as a single unit.
• Better Use of Real-Time Data: Up-to-date insights will improve targeting and messaging.

ABM will continue to grow as B2B companies look for smarter ways to close high-value deals.

FAQ

What is account-based marketing?
ABM is a marketing strategy that targets specific high-value accounts with personalized outreach to drive revenue.

What are the best ABM tools?
Top tools include HubSpot, Demandbase One, 6sense, Terminus, and RollWorks.

How is ABM different from traditional marketing?
Traditional marketing targets many leads, while ABM focuses on a small number of ideal accounts with customized campaigns.

What are the key components of ABM?
They include selecting the right accounts, aligning sales and marketing, creating personalized content, and using multiple channels to engage.

How do you measure ABM success?
Look at account engagement, deal size, pipeline velocity, win rate, and revenue from target accounts.

Account-Based Marketing is not just a new way to market—it’s a smarter one. By focusing on high-value accounts, personalizing outreach, and ensuring sales and marketing work together, ABM helps B2B companies close better deals faster.

With the right tools and strategies, businesses can build stronger relationships and see real revenue growth. As technology improves and teams become more integrated, ABM will only become more effective. If your goal is to grow through quality over quantity, ABM is a strategy worth investing in.