Best of LinkedIn: Account-based Marketing CW 28/ 29

Personalisation is being formalised into three tiers, matching data depth to account value to keep relevance high without overengineering

Manufacturing marketers highlight rigorous account selection, stakeholder mapping and authentic storytelling as the cure for spray-and-pray outreach

Common failure modes include bloated target lists, weak disqualification rules and generic messaging, prompting calls for sharper segmentation

Teams adopt the SPICED framework in HubSpot to build personas that anchor plays on concrete business challenges

Dirty data siphons 10–35 % of ABM budgets, pushing marketers to layer manual validation and multi-source cross-checks

Six-workflow systems that lift contact match rates above 80 % and secure 20+ enterprise meetings per month rely on Clay, lemlist, Zapier and ChatGPT

Practitioners warn against chasing every shiny martech release; simplicity and scalability trump feature bloat

Intent-signal capture must sit on CRM architectures that protect data integrity and enable programmatic personalisation

Shifting focus from lead volume to business-fit accounts accelerates enterprise wins and pipeline quality

ABM is framed as a go-to-market discipline, making early sales involvement non-negotiable for target selection and deal progression

Crafting narratives around a clear competitive “villain” unifies teams and sharpens positioning

Joint content strategies now begin with buyer-committee mapping and qualification filters before any activation

ABM is reinforced as a continuous motion; stop-start campaigns dilute credibility and results

Q3 planning favours fewer, higher-quality ABM events tightly linked to revenue goals

Outcome-based programmes replace activity metrics with clear commercial objectives and business impact

G2’s 2025 Buyer Behaviour Report shows 79 % of buyers have altered research due to AI search, 29 % start in ChatGPT and 64 % prefer later sales engagement, raising the stakes for search visibility inside LLMs

Marketers discuss how to “show up for the robots”, ensuring LLMs surface their solutions when accounts query AI assistants

European practitioners keep human relationships central while North American peers lean harder on AI-led personalisation, illustrating divergent regional playbooks

Veterans outline twenty core discovery questions that sales must answer before activation, reinforcing the need for disciplined qualification

The growth marketing manager role is reshaping around orchestrating cross-functional account plays rather than running lead-gen motions

Thought leaders caution that labeling any account-focused tactic as ABM dilutes the discipline; true ABM demands strategic intent and mutual value creation

Conversations highlight the convergence of ABM and customer experience, with plays that span acquisition and post-sale expansion