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 sales and...