Account-based marketing tactics have evolved quickly as B2B buying groups grow larger and more independent in their research. Traditional, broad-based marketing simply isn’t enough to engage high-value accounts or guide them through a complex journey. Effective ABM now depends on tactics that are precise, relevant, and adaptable to each account’s priorities. In this article, we break down seven account-based marketing tactics that actually work in 2025, and why teams may want to adopt them.
Personalization is at the heart of ABM. But while most teams personalize outreach emails or ads, they drop the ball after the click. Sending a prospect to a generic homepage after a tailored message creates friction, and loses momentum.
That’s where hyper-personalized landing pages come in.
These 1:1 experiences should reflect:
With platforms like LiftPilot, you can generate thousands of these pages instantly, without design or dev resources. This kind of personalization isn’t just nice to have – it’s conversion-critical.
One of the most powerful ABM tactics is using intent data to reach accounts before they raise their hand. Platforms like Bombora, G2, and 6sense allow you to track which companies are actively researching topics related to your product, even if they haven’t visited your site.
With this data, you can:
Intent data turns your outreach from cold to context-rich. And when your timing and message match the buyer’s journey, the response rates skyrocket.
🚀 Pro Tip
Personalize not just the content, but the structure. A CFO and a head of marketing should see different benefits, metrics, and CTAs.
ABM is about reaching entire buying committees, not just one contact. Multi-threaded sequences ensure you’re engaging multiple stakeholders across different departments, each with personalized messaging relevant to their role.
For example:
Tools like Outreach or Salesloft allow you to build cadences that dynamically adjust based on persona and engagement. This tactic increases deal velocity and reduces the risk of single-threaded deals stalling.
Retargeting isn’t new — but when paired with ABM, it becomes a precision tool for reinforcing your value proposition across channels. Rather than using generic ads, serve account-specific messaging to decision-makers via display and social platforms.
Using tools like LinkedIn Matched Audiences, RollWorks, or Metadata, you can:
Consistency across touchpoints builds recognition, reinforces trust, and increases the likelihood that your brand is top of mind when a decision is made.
In an era of digital noise, tactile experiences stand out. Direct mail and personalized gifting are classic ABM tactics that, when done right, deliver exceptional results.
Effective direct mail isn’t about sending swag, it’s about relevance. Some winning examples:
Platforms like Sendoso or Reachdesk help you coordinate logistics, gifting rules, and attribution, so you can scale without losing the personal touch.
🚀 Bonus:
Loop in executives for peer-to-peer outreach on high-value accounts. A note from your CEO to their VP of Ops can open doors.
Video is one of the highest-performing outbound formats. It’s visual, human, and hard to ignore. When used in ABM, personalized video builds instant connection and trust.
Record short videos using Vidyard or Loom where you:
Keep it under 90 seconds, and focus on relevance, not production value. You’re not creating a commercial – you’re opening a conversation.
Personalized video works especially well for Tier 1 accounts where human connection matters most.
ABM is about quality over quantity. Rather than blasting webinars to thousands, curate high-value experiences for a few key accounts.
Examples:
Pair these with personalized follow-up pages where attendees can:
These “white glove” experiences build brand equity, accelerate deals, and create advocates before the contract is even signed.
Successful ABM campaigns don’t rely on a single channel or flashy gimmick. They succeed because of a cohesive, multi-touch system that engages the right accounts with the right message at the right time.
The tactics we’ve covered; from personalized landing pages to executive events, work best when tied to a larger strategy:
And most importantly, personalize the experience all the way through the funnel – not just the first touch.
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