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Here’s what we’re seeing: Revenue teams like yours are breaking through the noise and driving real results. While some organizations chase vanity metrics and spray leads everywhere, the smart money is moving toward precision. Automox saw an 88% increase in closed-won deals. Ivanti increased their win rate by 154%. FullStory boosted their average contract value by 48% for in-market accounts.
What’s driving these results? A fundamental shift from hoping prospects will find you to knowing exactly when they’re ready to buy. Modern account-based marketing tactics use AI and intent data to identify accounts showing genuine buying signals—then engage them with the right message at the right time.
The best part? This isn’t some future-state fantasy. Teams are implementing these tactics right now and seeing measurable results within weeks, not quarters. Account-based marketing has evolved from nice-to-have personalization into the revenue engine that separates winners from everyone else still playing the old game.
What are the different types of account-based marketing tactics?
ABM tactics fall into three distinct categories based on scale and personalization level:
Strategic ABM (one-to-one)
- Highest-value accounts with completely customized campaigns
- Dedicated resources and white-glove treatment
- Highest personalization, lowest volume
- Significant resource investment per account
ABM lite (one-to-few)
- Account clusters with similar characteristics
- Semi-personalized experiences for groups of 5-10 accounts
- Moderate personalization, moderate volume
- Balanced resource allocation
Programmatic ABM (one-to-many)
- Technology-enabled personalization across hundreds of accounts
- Automated messaging while maintaining relevance
- Lowest personalization, highest volume
- Scalable resource utilization
The best account-based marketing tactics in 2025
ABM Tactic #1: Dynamic account tiering based on buying signals
Modern B2B account-based marketing tactics begin with intelligent account prioritization that goes beyond static firmographic data. Dynamic tiering uses real-time intent signals from content consumption and research activities, engagement pattern analysis across multiple touchpoints, predictive analytics to identify accounts entering buying cycles, and behavioral scoring based on website visits and interactions.
Advanced platforms analyze thousands of behavioral indicators to score account readiness, including:
- Content consumption patterns like tracking progression from awareness stage whitepapers to solution-specific case studies and product data sheets
- Technology research activities like searches for implementation guides, API documentation, and integration requirements
- Competitive evaluation signals like visits to vendor comparison pages, third-party review sites, and downloads of analyst reports featuring multiple solutions
This dynamic approach improves resource allocation efficiency and increases conversion rates by ensuring timely engagement when accounts are most receptive to new solutions.
ABM Tactic #2: Multi-channel orchestration for target accounts
Effective ABM requires coordinated messaging across every customer touchpoint. Digital advertising, email campaigns, direct mail, sales outreach — all messaging and outreach — should work together to create consistent account experiences.
The best way to acomplish this is by using an intent data and predictive AI platform that cantrack account interactions across all channels, using this data to optimize message sequencing and timing.
For example, when an account engages with specific content, the system might trigger targeted LinkedIn ads featuring related solutions and personalized email follow-ups with relevant resources.
ABM Tactic #3: Personalize content experiences at scale
Modern content platforms use AI to analyze account-specific challenges, industry trends, and competitive landscapes to deliver relevant messaging and recommendations.
This can include account-specific
- Case studies featuring similar companies and use cases,
- Industry benchmarks and performance comparisons,
- Custom ROI calculators based on account size and requirements, and
- Personalized landing pages with company-specific messaging.
Advanced personalization engines can automatically update website experiences, email content, and resource recommendations based on the visiting account’s profile and engagement history.
The result is increased engagement rates and stronger trust through relevant information.
ABM Tactic #4: AI-powered buying group identification
B2B buying teams on average involve between seven and 12 members across industries. Each stakeholder comes with unique priorities and level of influence.
AI-powered platforms identify key decision makers and their typical role within the buying committee. This enables marketing teams to develop targeted campaigns for each stakeholder, building broad influence within target accounts.
Key advantages include:
- Early stakeholder identification to help marketing and sales reach key constituents
- Tailored messaging for each decision maker’s priorities
- Comprehensive account coverage across all influencers
- Improved deal progression through complete engagement
ABM Tactic #5: Intent-based sales enablement
Sales enablement becomes exponentially more effective when powered by real-time intent data.
Modern ABM platforms
- Deliver alerts when target accounts show increased research activity
- Identify specific topics generating interest, and
- Recommend relevant conversation starters based on recent engagement patterns.
This intelligence enables sales reps to engage prospects with timely, relevant messaging that demonstrates understanding of their current challenges and evaluation criteria.ABM Tactic #6: Account-specific digital events and experiences
Exclusive experiences create powerful engagement opportunities.
Examples
- Private webinars
- Virtual roundtables
- Customized product demonstrations
- Interactive workshops
- Networking opportunities like dinners and invitations to exclusive events
These experiences allow organizations to deliver high-value content directly to target accounts while observing engagement patterns and identifying active stakeholders. Advanced event platforms track individual participation levels, question submissions, and follow-up resource downloads to provide detailed account intelligence.ABM content tactics for mid-funnel engagement
For mid-funnel prospects, ABM marketing tactics should focus on delivering valuable content experiences that build trust while advancing accounts through their journey. Effective strategies include:
- Targeted thought leadership content featuring industry-specific insights and trends
- Personalized analyst reports and benchmark studies
- Co-created content with industry partners and influences
- Interactive content experiences like assessments and configurators
- Account-based advertising retargeting across multiple platforms
- Nurture email sequences triggered by specific engagement behaviors
- Social selling enablement with platform-specific content
- Marketing-qualified meeting generation through strategic content offers
Key metrics to track include:
- Content engagement depth: Time spent with marketing materials
- Marketing qualified account progression: Advancement through defined stages
- Cross-channel engagement rates: Interaction across marketing touchpoints
- Intent signal strength: Increased research activity and topic interest
Example
A cybersecurity software company identifies that a Fortune 500 financial services prospect has downloaded several whitepapers about data protection compliance, but hasn’t engaged with solution-specific content.
That’s a pretty strong signal that the prospect is still in early research phase and might benefit from industry-specific information to help evaluate solutions.
The marketing team can serve this prospect, and others like them, by creating a personalized “Financial Services Data Security Benchmark Report” featuring anonymized peer comparison data and industry-specific compliance frameworks.
Follow this with a targeted LinkedIn campaign promoting an exclusive roundtable discussion with other financial services chief information security officers.
It may sound like a lot of work, but that report and a recording of the roundtable will become key mid-funnel content with a long shelf life.
Late-stage ABM tactics for opportunity acceleration
Late-stage marketing tactics focus on providing the final pieces of information and validation that prospects need to make purchase decisions. The goal is to provide materials that eliminate concerns and accelerate decision making, including:
- Competitive differentiation campaigns highlighting unique value propositions
- Account-based retargeting campaigns with conversion-focused messaging
- Nurture sequences addressing common late-stage objections
- Social proof marketing through customer stories and industry recognition of your solution
Key metrics to track include:
- Marketing influenced deal velocity: Acceleration attributable to marketing touchpoints
- Content consumption in final stages: Engagement with decision-support materials
- Marketing assisted deal size expansion: Upsell opportunities identified through marketing
- Competitive win rates: Success against alternatives through marketing differentiation
Example
Picture this: A marketing automation company spots their dream enterprise manufacturing prospect in final vendor selection with two competitors. Their intent data reveals the buying committee is frantically researching ROI calculations and competitive comparisons.
Translation: they want to buy, but need ammunition to justify the decision upstairs.
Within 48 hours, the marketing team builds a customized “Manufacturing Digital Transformation ROI Calculator” showing this specific prospect exactly how much they could save. They create a landing page with case studies from similar manufacturers, plus LinkedIn ads featuring customer testimonials from manufacturing executives.
The result? The ROI calculator is presented in the account’s next board meeting, and suddenly they’re not just another vendor — they’re a foreseeable path to better performance.
Implementing ABM tactics with 6sense
6sense’s AI-powered account identification uses predictive analytics to identify accounts entering buying cycles up to six months before competitors recognize the opportunity, enabling proactive engagement when prospects are most receptive to new solutions.
With multi-channel orchestration capabilities, 6sense creates consistent account experiences across advertising, email, and sales outreach. Analytics and intent data provide visibility into account progression and research activities across the entire journey, enabling teams to engage prospects with relevant and timely messaging at every stage.
Customer Case Studies
Bonterra implemented 6sense’s AI-powered ABM to shift from an inbound-only to a proactive account-based marketing approach. These programs influenced $6M in pipeline — a 445% increase from the previous fiscal year.
PaperCut Software used 6sense to mature their marketing strategy from broad-spectrum campaigns to targeted account-based approaches. Through dynamic website personalization and better sales and marketing alignment, the organization achieved a 9X ROI on marketing spend through targeted ABM campaigns.
