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Top 4 Trends to Guide Your ABM Strategy in 2025

Founder of Orchid Agency
Marissa Lodato
February 11, 2025
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Over the past few years, we’ve seen account-based marketing (ABM) grow in popularity because marketers have realized it’s one of the most effective strategies to build personalized, genuine relationships with high-value accounts. 

ABM adoption speaks for itself-  67% of brands now use ABM, and 68% of B2B companies invest in ABM platforms.

So, how did ABM come this far?

Initially, ABM strategies targeted high-value accounts using broad tactics and basic segmentation. However, advancements in technology and shifting buyer expectations, have pushed ABM toward hyper-personalization and precision.

The pandemic pushed marketers into a digital world, making artificial intelligence (AI) the norm with intent data to deliver tailored experiences. Today, ABM has become a full-funnel strategy, for account acquisition, retention, and revenue growth.

The global ABM market is projected to grow from $1.1 billion in 2022 to $3.1 billion by 2030! 

What are the top 4 ABM trends for 2025?

  1. AI for Predictive Targeting and Personalization
  2. Growing Existing Accounts
  3. ABM Meets Conversational Marketing
  4. Data Privacy-Driven ABM Tactics

1. AI for Predictive Targeting and Personalization

AI is helping marketers figure out which potential customers are most likely to purchase and what kind of messaging will grab their attention. Instead of blasting the same content to everyone, AI analyzes data—like past purchases, website visits, and engagement—to predict who’s ready to take action. This is a huge assist for ABM efforts!

How it works:

  • Spotting Patterns: AI deciphers customer behavior to find trends and identify high-potential leads.
  • Prioritizing Leads: It assigns scores to prospects based on how likely they are to buy.
  • Personalized Content: AI helps create messages and recommendations tailored to each prospect’s needs And 76% of B2B buyers expect companies to understand their unique needs. 
  • Real-Time Adjustments: AI tweaks the approach to improve results as data enters.

How to adapt: 

  1. Score Key Accounts: Don’t treat all leads equally. AI-driven lead scoring helps rank accounts based on their likelihood to convert, so your sales team can focus on the most promising ones.
  2. Personalize at Scale: Move beyond basic segmentation. AI can generate tailored messaging, dynamic ads, and personalized email sequences based on real-time behavior.
  3. Make Changes in Real-Time: Track account interactions, refine content automatically, and shift strategies based on what’s working. If an account engages with specific content, AI can trigger follow-ups that align with their interests.
  4. Align Sales & Marketing: AI provides insights for sales and marketing teams. Sales can see which accounts are interested, and marketing can adjust campaigns to nurture them further.
  5. Use AI-Powered ABM Platforms: Tools like 6sense or Demandbase track engagement signals and identify high-intent accounts before they even reach out. These platforms use AI to surface the best-fit companies and decision-makers.

Here’s a more in-depth look at integrating ABM with your AI strategy. 

2. Growing Existing Accounts

Building retention and loyalty among your existing customers is a long-term investment where the goal is to have a customer devoted to your brand. More importantly, they vouch and advertise for your company at zero cost. 

More companies are shifting their ABM strategies to include upselling, cross-selling, and retaining top-tier accounts. Increasing customer retention rates by just 5% can boost profits by 25% to 95% (Bain & Company).

How to adapt: 

  1. Use Account Mapping: Identify gaps where your solutions could provide more value, this could be through additional features, integrations, or expanded usage.
  2. Think Personalization: Create tailored campaigns that speak directly to each account’s unique challenges and business goals. 
  3. Create Customer-Centric Content: Offer exclusive webinars, case studies, and training sessions to educate customers on how to maximize the value of your solution. The more they see ROI, the more likely they are to stay and expand their investment.
  4. Make Advocacy Easy: Encourage happy customers to participate in case studies, testimonials, and referral programs.  A strong community of brand advocates helps drive growth with zero acquisition cost.

3. ABM Meets Conversational Marketing

What is conversational ABM?

With conversational ABM, your high-value accounts are encouraged to have real-time conversations with educated team members or chatbots. This helps engage your audience through personalized conversations while they browse through your site.

A study by Forrester revealed that businesses leveraging live chat experience a 10% to 50% increase in conversions.

How to get started with conversational ABM:

  1. Try Chatbots for Engagement: You can deploy a chatbot on your website to handle FAQs, qualify leads, and interact with visitors around the clock. Chatbots can ask questions to qualify if the lead is a good fit for your business or a current customer and route appropriately. 
  2. Incorporate Real People: You can automate sending engaged prospects to live sales reps for meaningful discussions. Utilize chat, video, or direct messaging to build trust and personalize interactions.
  3. Create a Seamless Handoff: Set clear workflows for chatbot-to-human transitions. Equip sales teams with chatbot insights to make follow-ups more relevant and impactful.

4. Intent Data for the Win

What is intent data?

Intent data is information gathered about what people are searching for and engaging with online. It shows what they’re interested in buying or learning more about.

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How to adapt: 

  1. Use Tools to Spot Buying Signals: Platforms like Bombora or ZoomInfo track when target accounts are searching for relevant topics.
  2. Combine with First-Party Data: Cross-check this info with your website visits, CRM data, and email engagement. If a company is researching a topic and visiting your site, they’re a strong lead!
  3. Tailor Your Outreach: If an account is looking for a specific solution, send them relevant content—case studies, webinars, or product info that matches their interest.
  4. Engage Across Multiple Channels: Use email, LinkedIn, and targeted ads to nurture these accounts. 70% of B2B buyers prefer marketing that speaks to their needs, so make sure your messaging is relevant.
  5. Empower Sales with Insights: If an account’s interest spikes, you can use AI can notify sales to reach out with a well-timed, personalized message.

Keep data privacy in mind:

As intent data relies on tracking user behavior, it’s essential to ensure compliance with privacy regulations like GDPR and CCPA. Transparency is key—make sure prospects understand how their data is collected and used, and prioritize ethical, consent-based marketing to build trust. 

Here’s more on staying compliant with data.

Wrapping Up

ABM success comes when sales, marketing, and customer success teams work together, leveraging the latest tools and trends to deliver personalized experiences that drive growth.

Remember: Success in ABM starts with understanding your audience, building trust, and meeting them where they are. Let these trends guide your way.

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Marissa Lodato

Marketing Manager at Orchid Agency
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