Insights
 

Account-level ABM tells you an account is active. It rarely tells you WHO is ready, WHO is blocking the deal, and HOW each stakeholder wants to make a decision. Same account: Different people > Different paths > Different communication. We’ll break down how to: 1. How to find the real buyers behind an account score 2. How to adapt ABM campaigns to different decision-making styles 3. How to build a contact-level ABM workflow for high-value accounts

Most marketing teams have a strategy doc. They wrote it during a planning offsite. It lives in a Google Drive folder nobody has opened since Q1. Then AI arrived, and the problem doubled. Now we don't just do random acts of marketing, we do them faster. We generate more content, launch more campaigns, and produce more deliverables. But the strategic filter is still missing. The fix isn't another doc. It's a system that holds your strategy and routes it into every piece of

Most B2B Revenue teams still measure outputs: clicks, opens, downloads, and 87% of organisations report those signals are unreliable, with only 26% of so-called 'intent' converting to a qualified opportunity (DemandScience, 2026). The fix isn't more activity. It's designing around how buyers actually decide. I built this Outcome-led ABM framework in Claude using a simple, intentional stack: six steps, one tool layer per step, and a single principle running through all of i

Most Revenue teams are running ABM in the wrong direction. They build a target list of “perfect-fit” logos, hand it to SDRs, fire up sequences, and wait. Three months later they’re staring at single-digit reply rates, a sales team that’s lost faith, and a CMO trying to defend the spend at QBR. The accounts on those lists aren’t bad. They’re just cold. They have zero awareness. No mental availability. No reason to take the meeting.

After analysing hundreds of B2B organisations implementing Account-based Marketing and GTM, one pattern emerges with striking consistency: ABM fails because segmentation becomes chaos. A fundamental misunderstanding of what great segmentation actually does.

Most ABM fails not because accounts are wrong, but because the people inside the account are UNKNOWN. 58% of ABM teams admit they struggle to drive meaningful engagement because they only know “the account,” not the actual buyers. When you don’t know WHICH CONTACTS are engaged, you can’t influence the buying committee, and revenue stalls. Where contact-level ABM can fix your GTM.

Targeting at a Contact Level B2B sales and marketing are entering the next level of targeting : the move from account-level to contact-level ABM . In this new model, you’re no longer guessing which company is interested. You’re identifying exactly who — the decision-makers, influencers, and end users — showing real buying intent, in real time. This precision makes a measurable business impact: Faster deal cycles Higher engagement and reply rates Stronger alignment between

How B2B Revenue Teams Are Achieving $1M+ Pipeline with 60-70% Lower Costs Through AI-Powered ABM Infrastructure.