Technology is only an enabler. And we often forget this.
For many B2B marketers, Account-Based Marketing (ABM) is like a silver bullet for driving growth. Many of these marketers possess the most expensive, latest, high-tech ABM technologies. Yet, they struggle to see the returns they expect. Why? Because success in ABM isn’t simply a result of buying the best tool. It’s a strategy that must be thoughtfully implemented from the ground up. Investing in an ABM tool won’t drive value if you don’t have aligned goals and a clear account focus.
If you’re finding yourself caught up in the ABM technology hype too, it’s time to step back and focus on the true fundamentals that drive ABM success. ABM tools like Demandbase, 6sense, Terminus, and BambooBox can amplify your growth efforts, but they only enhance what’s already there. Let’s walk through the ABM fundamentals and try to understand why each one is a critical piece of the puzzle that ABM platforms alone can’t solve.
1. Account selection: choose intentionally, not broadly
Account selection in ABM must be intentional and based on your GTM priorities. You must focus on selecting target accounts that align with your company’s objectives and long-term growth potential. Marketers rely on ABM tools to generate broad account lists, completely missing the need for a more nuanced selection process.
BambooBox and 6sense, for example, can identify high-potential accounts (we call them Potential Opportunities) with AI and predictive analytics. But without a clear selection framework, even AI-driven insights won’t help you bring in accounts that fit strategically.
Many companies lose out on growth opportunities because their account selection is reactive rather than strategic. ABM success demands a disciplined approach, where the initial account choices are based on both data and your business’s unique goals.
2. Cross-functional alignment (yes, this again!) is the heartbeat of ABM
There is no refresher needed on this. So, let’s fast forward to the point.
No ABM platform can create revenue team alignment on its own. The most successful ABM programs are deeply collaborative, with revenue teams working from shared KPIs and communicating regularly to stay coordinated. Platforms like Demandbase and BambooBox are designed to support this alignment by offering a single view of the account journey, but that’s just the starting point.
Companies with tight sales-marketing alignment see 38% higher win rates and a 36% higher customer retention rate.
As much as ABM tools can facilitate alignment, it’s the joint goal-setting, shared accountability, and continual communication that ultimately create the revenue magic.
3. Personalized messaging: don’t just broadcast, speak to their needs
ABM success rests on tailored messaging that resonates with each account’s unique needs. While tools like Terminus offer multi-channel engagement capabilities (from display ads to personalized email), marketers need to develop messaging that speaks directly to an account’s specific challenges.
Companies that succeed in ABM often combine intent data from platforms like 6sense and BambooBox with a detailed content strategy, carefully targeting each stage of the buying journey with relevant information. While tailoring your messaging based on intent data can help you achieve higher engagement, it’s only possible when marketing teams actively craft messages that match each account’s specific goals and pain points.
4. Long-term metrics: moving beyond clicks, opens and visits
The immediate temptation in ABM is to chase short-term metrics, but real success comes from tracking long-term KPIs that capture the journey of each account over time. Metrics like Customer Lifetime Value (CLTV), pipeline velocity, and account progression are far more indicative of ABM success than mere click-through rates or engagement scores.
Marketers need to integrate long-term measurement into their ABM strategy to understand how ABM contributes to sustainable growth and customer retention. No doubt, ABM tools offer valuable short-term engagement metrics, but companies need strategic measurement practices to capture long-term success. While tools can provide data, it’s up to marketing and sales teams to interpret that data and make adjustments that foster long-term relationships.
5. Continuous improvement: ABM is never “set it and forget it”
Successful ABM is a journey, not a one-time effort. It demands continuous improvement based on real-time insights and team feedback. Regular strategy adjustments are critical for optimizing performance. While platforms like BambooBox highlight which messages or channels resonate most with target accounts, B2B companies can achieve high-quality account engagement by adopting a cycle of iterative improvement. This is a testament to the value of actively refining ABM strategies instead of leaving them on autopilot.
To make your ABM program a success, you need to dedicate portions of your ABM budget and resources to ongoing strategy optimization, noting that iterative learning and cross-functional input are essential to keeping ABM initiatives fresh and effective.
Wrapping up: ABM tools are amplifiers, not the solution
ABM tools like Demandbase, 6sense, Terminus, and BambooBox can provide essential insights, automation, and engagement capabilities—but their real power lies in amplifying what’s already in place. Without the strategic foundation of clear account selection, sales-marketing alignment, personalized content, meaningful metrics, and a commitment to improvement, these tools can’t deliver ABM success on their own.
If you want ABM to work, start with the fundamentals. Tools are powerful allies, but the strategy—and its execution—is where true ABM value is.
