How to Build a Winning ABM Team in 2025
Account-Based Marketing (ABM) has become an essential strategy for B2B companies aiming to drive personalized engagement and high-value deals. However, the success of ABM hinges on assembling the right team.
As we step into 2025, here’s how you can build a winning ABM team that delivers results.
1. Define Your ABM Goals
Before diving into team-building, establish clear objectives for your ABM strategy. Are you aiming to penetrate new markets, expand within existing accounts, or shorten sales cycles? Your goals will dictate the roles and skills required on your team.
2. Key Roles in a Modern ABM Team
A successful ABM team blends marketing, sales, and operations expertise. Here are the essential roles:
ABM Strategist: The architect of your ABM campaigns. This person defines target account lists, coordinates cross-functional efforts, and measures campaign success.
Content Specialist: Develops personalized, account-specific content, including emails, case studies, and webinars, to engage target accounts effectively.
Data Analyst: Leverages data to identify high-value accounts, track engagement metrics, and refine strategies.
Sales Liaison: Acts as the bridge between marketing and sales, ensuring alignment on target accounts and outreach strategies.
Marketing Operations Specialist: Manages ABM tools, CRM integrations, and campaign workflows to ensure seamless execution.
Sales Leader: Drives buy-in from the sales team and ensures they actively engage with target accounts. This leader plays a critical role in aligning sales efforts with ABM strategies, emphasizing the importance of reaching out to accounts and maintaining consistent communication. Without sales involvement, ABM campaigns lose their effectiveness.
3. Leverage ABM Technology
In 2025, ABM is powered by cutting-edge tools. Platforms like 6sense (our personal favorite), Demandbase, and Terminus enable teams to identify intent signals, personalize outreach, and track ROI. Ensure your team is proficient in these tools or hire experts with hands-on experience.
4. Emphasize Collaboration
ABM requires tight alignment between marketing and sales. Foster collaboration by:
Holding regular account planning meetings.
Sharing real-time data and insights.
Aligning incentives around shared KPIs like pipeline growth and account expansion.
5. Prioritize Personalization
Modern buyers expect tailored experiences. Equip your team to:
Create hyper-targeted campaigns for different personas within an account.
Use data to craft personalized messaging at every touchpoint.
6. Invest in Training and Development
ABM is an evolving field. Keep your team’s skills sharp by investing in certifications, attending industry conferences, and staying updated on the latest trends.
6sense has four different certifications:
7. Measure Success
Establish clear metrics to evaluate your ABM efforts. Track:
Engagement levels within target accounts.
Influence on pipeline and revenue.
Retention and expansion within existing accounts.
Building a winning ABM team in 2025 is about more than filling roles—it’s about creating a cohesive unit that can execute personalized, data-driven strategies at scale. By focusing on the right mix of skills, tools, and collaboration, you can drive meaningful results and set your organization apart in an increasingly competitive landscape.
