In B2B marketing, it’s easy to get caught up in chasing volume — more leads, more clicks, more reach. But here’s the truth: not all leads are created equal.
Account-Based Marketing (ABM) flips the traditional broad reach model on its head by focusing on the right accounts, not just more. It’s a highly targeted approach that prioritises quality over quantity, aligning your marketing and sales teams around shared goals and key prospects.
And in 2025, digital channels are where ABM really shines.
In this blog, we’ll walk through how to harness digital platforms to run successful ABM campaigns — from strategy and content to tools, tips and tracking.
Understanding ABM and digital opportunities
ABM is about building relationships with high-value accounts. Instead of casting a wide net, you’re using data, insights and personalisation to connect with a curated list of prospects in a meaningful way.
Digital channels have taken ABM from a high-touch, manual approach to a scalable and data-driven strategy. Platforms like LinkedIn, programmatic ads and CRM-powered email make it easier than ever to deliver tailored content to the right people at the right time.
Tip: Start small. A pilot campaign targeting 10 to 20 key accounts is a great way to test ABM strategies before scaling.
Align sales and marketing teams
ABM is not just a marketing initiative. It’s a team sport. The most successful ABM campaigns start with sales and marketing working together from day one.
Tools like shared dashboards, joint ICP development sessions and regular check-ins ensure alignment and momentum.
Tip: Create a shared Slack or Teams channel just for ABM accounts. It keeps communication flowing and momentum high.
Leverage digital channels for ABM
Email marketing should speak directly to the recipient’s role, pain points and goals. Use tools like HubSpot or Mailchimp for segmented workflows.
LinkedIn is powerful for ABM. Target by job title, company size or industry. Engage decision-makers with meaningful interactions.
Tailored landing pages and programmatic ads reinforce your messaging throughout the buying cycle.
Tip: Make sure your creative is tailored to each stage of the buying journey.
Craft personalised content
Content should be relevant and useful. Think industry-specific case studies or role-based guides.
Use first-party data to shape messaging and make it feel like it was made just for them.
Tip: Even small tweaks like using their company name in a headline can significantly improve engagement.
Measuring ABM success
ABM focuses on depth, not just breadth. Key metrics include account engagement score, pipeline influence and revenue attribution.
Use tools like HubSpot, Salesforce and GA4 to track performance.
Tip: Don’t just measure clicks. Look at account progression across the full journey.
Overcoming common ABM challenges
Scaling and data quality are two common hurdles.
Start with one or two verticals to make scaling manageable. Regular data audits help keep your CRM in shape.
Tip: Schedule regular data hygiene sessions. It’s not glamorous, but it pays off in campaign performance.
Conclusion
ABM isn’t a quick win. It’s a strategic, thoughtful way to build deeper relationships with the accounts that matter most. Remember that around only 5% of your target audience is ready to buy now. ABM is about building a strong relationship, so when a prospect is ready to buy, you are front of mind.
At Embrace, this approach is woven into how we work every day. We don’t believe in one-size-fits-all. Instead, we partner closely with our clients to identify key accounts, craft personalised content strategies and use the right digital tools to deliver results that truly matter.
By combining digital channels with smart personalisation, aligned teams and insight-led creative, we help brands connect with high-value clients in ways that are relevant, memorable and measurable.
Your next step – marketing tips, tricks and treats await
If this blog gave you something to think about, you’ll love what’s next. The Embrace ‘our thoughts’ page is packed with fresh insights, practical tips and creative marketing ideas designed to help you cut through the noise and connect with your ideal audience.
Whether you’re looking to level up your ABM game, sharpen your messaging or bring your next campaign to life, we’re here to help.
Head to the Embrace “our thoughts” page and treat yourself to more marketing goodness.
This latest thinking article was written by:
Tony Ogbe
Marketing Account Manager
