Top 5 Account-Based Marketing Tactics for B2B Success 2025-2026

Drive ROI, deepen relationships, and stay ahead of your competition with smarter ABM. 

Account-Based Marketing (ABM) continues to gain momentum as one of the most effective B2B marketing strategies—driving personalized experiences, accelerating sales cycles, and maximizing ROI. Unlike traditional marketing, ABM flips the funnel by focusing efforts on a curated list of high-value target accounts. It’s about quality over quantity and long-term relationship building. 

If you’re new to ABM, we recommend starting with ABM: The Ultimate Guide , which covers the fundamentals and why it matters for modern B2B marketing. 

In this blog, we’ll explore the top 5 ABM tactics that can help you build stronger relationships with key accounts, drive measurable impact, and scale efficiently.

Align sales and marketing around shared goals

Let’s start with the foundation: alignment. ABM is most successful when sales and marketing teams work together as a unified force. When both sides agree on the same target accounts, share data, and collaborate on outreach, the buyer experience becomes far more personalized and effective. 

Key steps to achieve alignment: 

• Define your Ideal Customer Profile (ICP) together. Sales provides insights into past deals; marketing analyzes behavioral trends and firmographics. 

• Create a shared Target Account List (TAL) and review it quarterly. 

• Establish joint KPIs, such as account engagement, meetings booked, influenced pipeline, and deal velocity. 

• Hold regular meetings or stand-ups to assess campaign performance, review touchpoints, and reallocate resources when necessary. 

This strategic alignment not only drives better conversion rates but ensures your ABM campaigns stay focused on outcomes that matter to both departments.

Build a high-quality, data-driven target account list (TAL)

Your Target Account List (TAL) is the core of any ABM program. It’s not about reaching thousands of leads—it’s about engaging the right 50, 100, or 500 accounts who are a strong fit for your solution and ready to buy. 

Tips for building an effective TAL: 

• Segment accounts using firmographics (industry, company size), technographics (what software they use), and revenue. 

• Leverage intent data to spot companies actively researching topics relevant to your offering. 

• Use predictive analytics and lead scoring tools to forecast which accounts have the highest likelihood to convert. 

• Create lookalike audiences to expand targeting while staying relevant. 

• Regularly validate your TAL to remove outdated or irrelevant data and ensure continued campaign effectiveness. 

Tools like ZoomInfo, Cognism, and Clearbit can help enrich and validate account data to build an accurate list and avoid the “garbage in, garbage out” problem.

Use intent data for hyper-personalization

Today’s B2B buyers are self-educating long before they speak to sales. That’s where intent data comes in. By tracking what topics or solutions a company is researching online, you can time your outreach more strategically and tailor your messaging to match their interests. 

Best practices for using intent data: 

• Use platforms like Bombora, 6sense, and G2 to track what your target accounts are reading, searching, or comparing. 

• Trigger email or ad campaigns when buying signals (intent surges) appear. 

• Customize landing pages, case studies, and email copy based on the specific pain points revealed through intent data. 

• Prioritize accounts with strong signals in outreach and SDR sequences. 

Combining intent data with firmographic targeting helps ensure you’re not just reaching the right companies—you’re reaching them at the right time, with the right message.

Activate multi-channel campaigns

Reaching today’s B2B decision-makers requires more than just emails or LinkedIn messages. A multi-channel approach ensures that your brand stays visible and resonates with all stakeholders across various stages of the buyer journey. 

B2B buying committees now consist of 6 to 10 stakeholders, and they prefer engaging across multiple touchpoints. 

Effective multi-channel touchpoints might include: 

• LinkedIn ads tailored by company or job title 

• Email sequences based on funnel stage or persona 

• Webinars or virtual events addressing industry-specific challenges 

• Retargeting ads based on website behavior 

• Direct mail for high-value accounts (custom gifts, handwritten notes) 

• Sales outreach aligned with marketing messages 

Tools like Terminus, RollWorks, and HubSpot ABM allow you to coordinate these channels and automate engagement based on user behavior. 

Just remember—consistency is key. A unified voice across all platforms builds trust and recognition with your target accounts.

Measure, analyze, and optimize your ABM strategy

ABM is not a one-time campaign—it’s an ongoing strategy. To drive continuous improvement, you need to monitor what’s working, track account-level progress, and adjust your tactics accordingly. 

Companies that measure and optimize ABM efforts regularly see a 171% increase in average annual contract value (xGrowth). 

Metrics to track include: 

• Account engagement score (based on page views, webinar attendance, content downloads, etc.) 

• Pipeline influence (are target accounts progressing?) 

• Conversion rate by account tier 

• Sales cycle length before and after ABM adoption 

• Attribution across touchpoints 

Advanced marketers are also implementing multi-touch attribution models to better understand which channels and content are influencing decisions. Tools like Salesforce, Tableau, and HubSpot can help you build custom dashboards to track KPIs across the funnel. 

Don’t forget to schedule quarterly reviews with sales to ensure strategies are aligned, messaging is on point, and lessons from past campaigns are applied to future ones. 

As the B2B world becomes increasingly complex and competitive, relevance will outshine reach every time. ABM enables you to focus on what matters most: building trusted relationships with the accounts that matter most to your business. 

By applying these five core tactics—alignment, precision targeting, personalization, multi-channel engagement, and continuous optimization—you position your team to close bigger deals, shorten sales cycles, and improve retention. 

And as we head into 2025 and 2026, embracing a strategic, data-driven approach to ABM will be essential for any B2B company looking to scale.