Methodology: Every two weeks we collect most relevant posts on LinkedIn for selected topics and create an overall summary only based on these posts. If you´re interested in the single posts behind, you can find them here: https://linktr.ee/thomasallgeyer. Have a great read!
Strategy & Operating Model
ABM reframed as a business transformation discipline, not a campaign tactic
Tech purchases without strategy underperformed, reinforcing the need for clear goals and a defined ABM data architecture
Lean ABM approaches stressed starting with fit, problems to solve, and a pragmatic operating cadence
Governance and repeatable playbooks prioritized over ad hoc initiatives
Maturity grows when teams link insights to actions the sales team believes are worth their time
ICP and Segmentation
Movement from broad ICPs to problem-fit segmentation and tiering grounded in business pain
Priority accounts selected intentionally rather than inherited from static lists
Regional nuance highlighted, with APAC examples showing localization beats one-size-fits-all playbooks
Dream-client shortlists used to shape bespoke pursuit strategies
Fit criteria validated with sales to reduce noise and sharpen focus
Buying Groups and Signals
Buying groups positioned as the core unit of planning and pipeline, not individuals or entire accounts
Person-level visibility and transparent scoring preferred over anonymous account scores
Fewer, higher quality signals defined jointly with sales to guide action
CRM container opportunities created per buying group to enable multi-threading
Signal selection evaluated on whether it changes decisions and opens value-adding plays
Orchestration and Personalization
Email, LinkedIn, SDR outreach, direct mail, and events coordinated around the same account journey
Automated workflows triggered by meaningful signals to deliver next-best actions
Dynamic audiences replaced static target lists to reflect real progression
Role-specific plays mapped to committee member pain points
Orchestration treated as a continuous system rather than disconnected campaigns
Thought Leader Ads gained traction by leaning into the reality that people listen to people more than brands
Paid media used to support buying-group coverage rather than isolated awareness pushes
Retargeting and sequential storytelling aligned with offline touches to reinforce relevance
Creator and employee voices elevated as credibility accelerators
Social served as a listening layer to refine message-market fit in flight
Content and Creative
High-touch creative, including physical mailers and cinematic behind-the-scenes narratives, used to open doors at top-tier accounts
Content anchored in business problems and role contexts, avoiding generic brand pitches
Human-first storytelling from practitioners and leaders increased trust and response
Campaigns documented publicly to showcase craft and accountability
Case-style assets positioned to support late-stage validation across the committee
Sales Alignment and Outbound
Spray-and-pray outbound declared ineffective amid AI-generated noise
Joint definitions for signals, routing, and handoffs reduced friction and rework
SDRs equipped with value hypotheses per stakeholder instead of generic sequences
Outbound sequencing tied to account moments, not arbitrary cadences
Alignment treated as an ongoing operating rhythm rather than a slide
Measurement and Attribution
Shift from MQL-centric views to account engagement, committee coverage, stage progression, and pipeline impact
Buying-group level measurement clarified what is moving and why
Leading indicators emphasized sales confidence as a reality check
Conversion quality prioritized over sheer volume at the top of funnel
Reporting structured to expose bottlenecks and inform next plays
AI in ABM
AI framed as an enhancer of method, accelerating mapping, personalization, and timing rather than replacing fundamentals
Predictive signals used to surface who may be ready next and what will resonate
Guardrails stressed to prevent automation from amplifying noise
Practical wins included faster buying-group mapping and message selection
AI themes featured prominently at community sessions and conference stages
Products, Partnerships, and Market Moves
Momentum ITSMA announced it is joining Accenture Song, signaling continued consolidation in ABM advisory
Platform discussions highlighted 6sense usage while reinforcing that intent data alone is not a strategy
Person-centric workflows and community data advocates emphasized actionability at the individual level
New ABM playbooks and a major book release underscored AI-infused orchestration as the next chapter
Partner ecosystems and services alignment surfaced as levers to scale complex ABM programs
Events and Community
INBOUND sessions spotlighted AI-powered ABM, non-linear journeys, and learning speed over budget size
Breakthrough-style conferences and ABM maturity briefings promoted orchestration, measurement, and real-world operating models
Practitioner panels and interviews probed where ABM delivers versus where playbooks need rework
Community momentum centered on practical craft, not vanity metrics
Upcoming stages positioned as forums for sharing repeatable, signal-led ABM plays
Want to see the posts voices behind this summary?
This week’s roundup (CW 36/ 37) brings you the Best of LinkedIn on Account Based Marketing:
→ 61 handpicked posts that cut through the noise
→ 32 fresh voices worth following
→ 1 deep dive you don’t want to miss