Scaling ABM Campaigns with Integrated Tech

Scaling Account-Based Marketing (ABM) campaigns in complex B2B markets can deliver higher ROI but comes with challenges like personalisation at scale, fragmented data, and misaligned sales and marketing teams. Here's what you need to know:

• Challenges:
  • Personalising campaigns for large account volumes is resource-intensive.
  • 70% of the B2B buying process happens before direct contact, requiring precise, timely engagement.
  • Data scattered across systems hinders cohesive targeting.
  • Modern buying committees involve 6–10 decision-makers, often with diverse goals.
  • Misaligned sales and marketing teams lead to inefficiencies and lost opportunities.
• Solutions:
  • Integrated Technology: Automates workflows, consolidates data, and provides real-time analytics.
  • Automation: Reduces manual tasks, enabling scalable personalisation.
  • Unified Platforms: Create a single view of account activity for better targeting.
  • Sales-Marketing Alignment: Shared goals, KPIs, and tools improve collaboration and results.
• Key Results:
  • Companies with aligned teams grow 24% faster and close deals 67% more effectively.
  • Integrated platforms and automation have led to up to 208% revenue growth in ABM campaigns.

Scaling ABM requires combining technology with a clear strategy, ensuring personalisation and efficiency without overwhelming resources.

Driving Growth through RevOps Excellence and ABM Strategies

Common Barriers to Scaling ABM Campaigns

Scaling Account-Based Marketing (ABM) campaigns is no small feat. Many organisations face hurdles like operational inefficiencies, technological constraints, and internal challenges that only grow as campaigns expand. Tackling these barriers is essential for B2B marketers aiming to grow their ABM efforts without compromising results.

Data Fragmentation and Poor Integration

Data fragmentation is a recurring obstacle in scaling ABM. When account details are scattered across multiple systems, creating cohesive and personalised campaigns becomes a daunting task.

Nearly 29% of marketers report difficulty in obtaining accurate, high-quality data for ABM initiatives. This issue arises when customer data is split between CRMs, marketing automation tools, analytics platforms, and other disconnected databases.

The fallout from fragmented data is more than just an operational inconvenience. When marketing, sales, and customer success teams work with siloed information, it leads to inefficiencies, inaccurate reporting, and missed revenue opportunities. Without a unified view of account activity, teams risk duplicating efforts or, worse, sending conflicting messages to prospects.

"The real power of ABM lies in unified data. Without integration, you're running blind." - Scott Brinker, VP of Platform Ecosystem at HubSpot

Additionally, poor data integration hampers the ability to track engagement effectively. Without a complete picture of how prospects interact with content across touchpoints, marketers struggle to identify successful strategies and optimise campaigns.

In industries like financial services, fragmented data can even pose regulatory risks. Scattered customer information makes it harder to meet data governance standards required by compliance bodies.

The solution? Consolidate data into centralised repositories and establish clear data management policies. However, achieving this level of integration often requires a significant overhaul of both technology and internal processes.

Next, let’s look at how manual workflows can further limit scalability.

Manual Processes and Limited Automation

Manual processes are another major roadblock when scaling ABM campaigns. While they might work for a small number of target accounts, managing dozens or hundreds of accounts without automation quickly becomes unsustainable.

Tasks like account research, personalised content creation, outreach scheduling, and engagement tracking consume significant time and resources when done manually. This inefficiency grows as the number of target accounts increases, leaving marketing teams stretched thin.

78% of enterprise ABM practitioners cite personalisation at scale as their biggest challenge. Without automation, maintaining the tailored experiences that make ABM effective becomes nearly impossible. Teams are forced to choose between quality and quantity, undermining the effectiveness of their campaigns.

The productivity impact is staggering. Sales teams spend 40% of their time on unproductive prospecting, a problem that worsens as campaigns grow. This creates a vicious cycle where increased effort doesn’t yield proportional results.

"Investing in both data and technology over time gives you an 'easy button' to get to true relevancy at scale." - Millie Beetham, VP of ZI Labs and GTM innovation at ZoomInfo

Automation can break this cycle by streamlining repetitive tasks like email outreach and social media scheduling. It also allows for deeper personalisation by using data insights to tailor marketing efforts to customer preferences. The key is to automate strategically - handling repetitive tasks while leaving room for human creativity and personal touches. This approach enables teams to scale their efforts without a proportional increase in resources.

Finally, let’s explore how misalignment between sales and marketing exacerbates these challenges.

Sales and Marketing Misalignment

When sales and marketing teams aren’t aligned, scaling ABM campaigns becomes even harder. Misalignment leads to duplicated efforts, mixed messaging, and lost opportunities - issues that only multiply as campaigns expand.

The statistics are telling. Only 17% of organisations report full alignment between sales and marketing, while 25% of teams operate in silos, potentially costing B2B companies up to 10% in revenue losses. Scaling ABM requires seamless collaboration, but conflicting priorities and metrics often get in the way.

Marketing teams typically focus on lead generation and engagement metrics, while sales teams prioritise closing deals and revenue. Only 31.8% of sales reps and marketers agree on analytics and metrics, making it difficult to measure success consistently across campaigns.

47% of organisations identify separate sales and marketing funnels as a primary cause of misalignment, leading to inefficiencies and longer sales cycles. This disconnect is particularly problematic in ABM, where coordinated messaging and smooth handoffs are critical for success.

"Make sure that you have that Marketing and Sales alignment because if you don't have that at the very beginning, you're never going to have it." - Amy Hall, Global ABM Manager at Hitachi Vantara

Misalignment creates a snowball effect as campaigns scale. What starts as minor miscommunication with a few accounts can spiral into systematic dysfunction with larger account lists. Sales teams might pursue unqualified leads, while marketing fails to support sales conversations effectively.

The benefits of alignment are clear. Companies with well-aligned sales and marketing teams grow 24% faster, achieve 27% higher profit growth, and are 67% better at closing deals. These advantages become even more impactful when applied to scaled ABM campaigns.

"When the Sales and Marketing teams are looking at the same metrics and trying to hit the same North Star, lots of other pieces of ABM fall into place." - Samantha Mayer, SMB and Pardot Growth Marketing, Salesforce Pardot

Achieving alignment requires more than just better communication. Teams need shared KPIs, regular cross-team meetings, and integrated tools to ensure seamless collaboration. These steps create a foundation for scaling ABM effectively while maintaining the coordination that drives success.

Here’s a quick summary of common misalignment challenges and their solutions:

Challenge	Impact on Scaling	Solution
Lack of Communication Between Teams	Conflicting messages to prospects, duplicated efforts	Schedule regular inter-department meetings and use tools like Slack for open communication
Differing Priorities and Metrics	Inconsistent success measurement, resource conflicts	Align on shared goals and KPIs. Tools like HubSpot CRM can unify metrics
Inconsistent Messaging	Confused prospects, weakened brand perception	Develop a cohesive content strategy with input from both teams. Tools like Trello can help manage content calendars
Siloed Data and CRM Systems	Incomplete account views, missed opportunities	Integrate CRM and marketing automation tools for a unified view of customer interactions. Platforms like Salesforce are ideal for this

Integrated Technology Solutions for Scalable ABM

Integrated technology platforms tackle the challenges of data fragmentation, manual processes, and misaligned teams. For large organisations employing ABM, the payoff is clear: they report 208% higher revenue growth. To achieve this, adopting a unified technological approach is key.

Unified Data Platforms for Account Targeting

One of the biggest hurdles in ABM is fragmented data. Scattered information across multiple platforms wastes a staggering 30% of knowledge workers' time. Unified data platforms solve this by bringing together firmographic, technographic, and behavioural data into a single, streamlined view.

"Each touchpoint is storing data about your customer about that customer journey... We're optimising the customer journey in a micro sense, but each new optimisation is creating a macro problem of a new siloed source of data that we need to bring together to get a holistic understanding of our customers."– Ganesh Subramanian, Director of Product Marketing at Snowflake

Modern data platforms provide a comprehensive view of target accounts by integrating multiple data sources. This approach not only allows for more precise targeting but also saves teams from wasting time searching for scattered information.

For example, in 2024, Keboola used an integrated data platform to combine Cognism and Bombora's intent data. By focusing on topics relevant to their data integration solutions, they identified 20 high-intent companies weekly. With verified direct dial numbers, they reached decision-makers effectively, resulting in £95,000 in pipeline, with 60% of demos driven by intent data.

When selecting a platform, prioritise tools with robust APIs and real-time synchronisation to ensure seamless data flow. Additionally, establish clear policies for data collection, storage, and usage to maintain quality as your ABM programme expands.

Automation for Campaign Management

Automation is the backbone of scaling ABM. With AI-powered tools, marketing messages and content can be tailored to the specific needs and interests of each account. This level of personalisation becomes possible without the heavy burden of manual work.

For instance, Saleo leveraged automation to achieve an 8X efficiency boost in creating landing pages for 1,750 contacts. This kind of efficiency is invaluable when managing numerous target accounts.

Automation ensures that the right message reaches the right person at the perfect time. It eliminates the guesswork and significantly reduces the risk of sending irrelevant content to high-value prospects.

Key features to look for in automation tools include:

• Integration with existing CRM and marketing platforms
• Advanced reporting and analytics
• Strong data quality controls

"With Demandbase, I get real-time updates and triggers, highlighting exactly what my prospective customers are interested in, allowing me to frame each and every interaction with them based on their desired outcomes. It's like having a crystal ball into their goals without me having to pry it out of them… truly life-changing!"– Jonathan Roberts, Account Executive at Fivetran

A global tech company scaled its ABM programme from 100 to 2,000 target accounts by combining automation with a tiered content approach using Karrot.ai. The results? A 187% increase in engagement, a 64% boost in conversions, and an influenced pipeline of approximately £28.4 million in just six months. On top of that, 78% of their sales team reported more meaningful conversations with prospects.

When evaluating automation tools, start by identifying essential features, such as platform integrations and specific goals you aim to achieve.

Real-Time Analytics and Reporting

Once automation is in place, real-time analytics can refine every interaction. These insights allow for quick, informed decisions, helping you allocate resources more effectively, focus on high-potential accounts, and adjust strategies as needed.

Real-time data also enables continuous campaign improvement through A/B testing and monitoring of different tactics. This iterative process ensures your campaigns evolve and improve over time rather than just expanding in size.

When integrated with CRM systems, real-time analytics enhance account management by providing engagement data that sales teams can use to have more meaningful conversations. This alignment between sales and marketing is critical for ABM success.

Dynamic content personalisation becomes more effective with real-time data, ensuring that every interaction feels relevant.

"Real-time data insights are transforming ABM strategies, allowing marketers to stay ahead of the curve and adapt to changing conditions with agility."– Jimit Mehta

To make the most of real-time analytics, train your team to interpret and act on the insights quickly. While technology provides the data, it’s human decision-making that turns those insights into impactful strategies.

Additionally, use filters and alerts to manage the influx of real-time data and avoid overwhelming your team. Investing in reliable data sources and validation processes is crucial to maintaining accuracy as your ABM efforts grow.

The results speak for themselves: 74% of organisations using integrated CRM and marketing automation tools report better alignment between sales and marketing. This alignment, powered by real-time visibility, lays the groundwork for scalable and successful ABM programmes.

Best Practices for Building Scalable ABM Programmes

Creating ABM programmes that can grow with your business requires a strong foundation. The goal is to maintain effectiveness across all target accounts while ensuring the programme evolves alongside your business needs. By integrating the right technology and following key strategies, you can build a programme that scales efficiently.

Sales and Marketing Alignment

Alignment between sales and marketing is often easier said than done. In fact, 90% of sales and marketing professionals report misalignment in areas like strategy, processes, and content marketing. For example, 38% of sales reps admit they don't fully understand marketing's goals, while 68% of marketers say up to half of their qualified leads are ignored by sales teams.

When sales and marketing teams do align, the results are striking: organisations with strong alignment are 67% more effective at closing deals and 58% better at retaining customers.

To achieve this, start with shared goals. Both sales and marketing should work towards objectives tied directly to business outcomes, like account penetration rates or pipeline value, rather than focusing solely on departmental metrics.

Another critical step is defining leads clearly. Diana Viola, Performance Marketing Manager at Amilia, used actionable ABM engagement data from Madison Logic to align her teams around high-value accounts. This collaboration exceeded pipeline targets by 746%, with 30% of the pipeline directly influenced by Madison Logic campaigns.

Integrated tools like CRM and marketing automation platforms further streamline collaboration. For instance, Max Kaskons, Senior Digital Marketing Program Manager at Akamai, credits Madison Logic with driving quality site traffic and reducing the cost per lead through multi-channel ABM strategies.

"When your teams work together to provide customers with a robust and personalised experience, customers are more likely to trust and remain loyal to you based on the education and value you provided over their purchase decision. You become their preferred vendor, and that translates to more investments, longer contracts, and predictive value for your revenue. It is the North Star of ABM. This requires an aligned marketing and sales effort focused on impactful messaging and a strong customer experience, even after you close the deal." – Katrina Kilgas, B2B Media Manager at Shell Lubricant Solutions

Continuous feedback loops are also essential. Sales teams can offer real-world insights about lead quality and buyer concerns, while marketing shares campaign performance data and engagement trends. This two-way communication ensures strategies stay grounded in actual market feedback.

Once alignment is in place, a tiered ABM strategy can help you allocate resources more effectively.

Tiered ABM Strategies for Better Efficiency

With internal alignment achieved, the next step is structuring your target accounts. A tiered approach allows you to focus resources where they’ll deliver the most impact, making ABM scalable and efficient. By categorising accounts based on their value and readiness to buy, you can tailor your efforts accordingly.

• Strategic ABM (one-to-one): This is the most personalised approach, reserved for tier-one accounts, which receive bespoke content and dedicated sales resources.
• ABM Lite (one-to-few): Tier-two accounts are grouped based on shared characteristics. While still personalised, this approach leverages shared messaging frameworks and templates for efficiency.
• Programmatic ABM (one-to-many): For tier-three accounts, automated personalisation driven by CRM data ensures scalability without overextending resources.

The benefits of this strategy are clear: B2B companies with ABM programmes report 38% higher sales win rates and 91% larger deal sizes, contributing to 24% faster revenue growth.

Take Invoca, for example. This call intelligence platform uses tools like Datanyze and SimilarWeb to identify target accounts. Tier-one accounts are handpicked by a specialised operations team, while tiers two and three are determined using automated data analysis.

"Account tiering - categorising accounts based on their projected value and aligning them with tailored sales engagement strategies - is a fundamental component of successful ABM in today's B2B landscape." – Jennifer Hughes, Principle Digital Expert, Demandbase

Flexibility is key in tiered strategies. Accounts can move between tiers as engagement levels and intent signals change, ensuring no opportunities are missed. Collaboration between sales and marketing teams during tier assignment also ensures a balanced approach, blending relationship insights with data-driven engagement metrics.

Continuous Improvement with Modular Technology

Scalable ABM programmes also rely on adaptable technology. A modular technology framework allows you to refine your systems as your business grows, avoiding costly overhauls.

Start with core systems like CRM and marketing automation platforms, and then layer on specialised tools for intent data, content personalisation, or analytics as needed. Companies using this approach have reported 48% year-over-year revenue growth.

One example of modular thinking is the content scaling pyramid. Broad-use templates serve tier-three accounts, segment-specific assets target tier-two accounts, and bespoke content is reserved for tier-one accounts. This ensures efficiency without sacrificing personalisation.

Advanced tools like AI-driven personalisation modules can further enhance your programme by dynamically adjusting messaging and predicting the best content formats based on account behaviour.

"Your technology is only as strong as the marketing strategy behind it." – Gravity Global

To minimise risks, adopt new technology gradually. Start with foundational tools that deliver immediate results, and then expand capabilities as your team gains experience and processes mature.

Regular audits of your tech stack are also important. Quarterly reviews can pinpoint underperforming tools or integration issues, allowing you to make adjustments without disrupting your entire system. By maintaining a shared technology foundation, sales and marketing teams can naturally align, making collaboration seamless rather than forced.

Through a combination of alignment, tiered strategies, and modular technology, your ABM programme can scale effectively while delivering measurable results.

How Twenty One Twelve Supports Scalable ABM Success

Scaling account-based marketing (ABM) campaigns requires more than just technology - it demands strategic expertise. Twenty One Twelve provides this expertise, helping organisations in challenging sectors implement ABM strategies that drive measurable pipeline growth.

Customised Marketing for Complex Industries

Generic marketing strategies often fail in niche B2B markets, where precision is key. Twenty One Twelve excels in these industries, crafting tailored strategies that address specific challenges and deliver results.

For instance, 84% of businesses acknowledge the benefits of ABM, but achieving those benefits requires a deep understanding of industry-specific buying behaviours and regulations. Twenty One Twelve develops bespoke strategies to tackle these nuances. In financial services, this might mean balancing compliance demands with personalised messaging. For tech companies, it could involve simplifying complex concepts to engage decision-makers who are inundated with vendor pitches.

"Rather than pestering prospects with sales messages, we focus on providing them with value they cannot ignore on a consistent basis." - Twenty One Twelve

This commitment to delivering value is especially important in niche markets, where trust and credibility are built over time. By integrating content creation, ABM, and strategic partnerships, Twenty One Twelve helps businesses establish authority in their industries before pushing for conversions. Their approach has led to impressive outcomes, with companies reporting up to a 208% increase in marketing-generated revenue from targeted accounts.

Mastery in Digital-First ABM Strategies

In today’s world, successful ABM relies heavily on digital channels, and Twenty One Twelve’s strategies are designed to make the most of them. By combining SEO, email marketing, LinkedIn campaigns, and content syndication, they create a cohesive brand presence throughout the buyer’s journey.

LinkedIn is a cornerstone of their ABM tactics. As Danny Kuijpers, Regional Digital Marketing Manager at IFS, puts it:

"LinkedIn uniquely enables us to reach companies and personas we want to reach with content we want them to see."

Twenty One Twelve leverages LinkedIn to target specific roles within accounts while using SEO to ensure clients appear in organic searches when prospects are researching solutions. Their email campaigns, informed by account insights and industry trends, deliver messages that resonate deeply. By combining digital strategies with traditional relationship-building methods, they create ABM programmes that scale effectively.

This integrated approach aligns sales and marketing efforts seamlessly. Data shows that companies with strong sales and marketing alignment see a 24% rise in three-year revenue growth and a 27% increase in profit growth. Twenty One Twelve’s methodology ensures this alignment by providing clear insights into prospect engagement across all channels, setting the stage for measurable success.

Achieving Tangible Results

The effectiveness of Twenty One Twelve’s strategies is reflected in the results they deliver. Their precision marketing approach focuses on generating warm, sales-qualified leads and driving revenue growth. Every stage of the process is tracked with clear metrics to ensure transparency and accountability.

Clients frequently praise their results-driven approach. Rupert Bull of The Disruption House calls them:

"A fantastic business partner to us"

Meanwhile, Sid Khemka of DICE Konnect notes they are:

"Highly recommended for leading marketing projects"

These testimonials highlight Twenty One Twelve’s ability to collaborate closely with internal sales and marketing teams, enhancing their efforts rather than replacing them. By aligning teams and streamlining processes, they enable organisations to achieve the kind of success that top-tier ABM programmes deliver.

Recent data shows that 78% of B2B organisations report increased ROI from AI-personalised ABM campaigns. While Twenty One Twelve incorporates advanced AI techniques into their strategies, their focus isn’t limited to technology. They ensure sales teams are prepared to act on the warm leads generated, creating a seamless transition from marketing to sales.

Conclusion: Achieving Scalable ABM Campaign Success

Scaling Account-Based Marketing (ABM) campaigns effectively hinges on two major factors: integrated technology and strong collaboration between sales and marketing teams. When these teams work in harmony, they close deals 67% more efficiently and improve customer retention by 36%. Paired with well-executed ABM strategies, such alignment can deliver up to 10× ROI compared to traditional lead-based marketing.

To build a winning ABM strategy, three key elements stand out:

• Unified technology platforms that give both teams a shared view of account engagement and campaign performance across all channels.
• Collaborative processes that ensure sales and marketing are aligned on target accounts, messaging, and shared KPIs.
• Continuous, data-driven optimisation powered by real-time feedback loops to refine strategies on the go.

Amy Hall, Global ABM Manager at Hitachi Vantara, emphasises the importance of this alignment:

"Make sure that you have that Marketing and Sales alignment because if you don't have that at the very beginning, you're never going to have it".

The numbers speak for themselves. 96% of businesses see ABM as a key driver of revenue growth in B2B sales, and 76% of marketers report higher ROI with ABM than any other marketing approach. Perhaps most strikingly, companies attribute 77% of their revenue growth to ABM efforts.

For industries like financial services and technology, where B2B markets are complex, the real challenge lies in scaling ABM without losing the personal touch. This is where expertise from specialists like Twenty One Twelve becomes essential. Their approach combines precise marketing techniques with deep industry knowledge, creating campaigns that not only resonate with senior decision-makers but also deliver measurable pipeline growth.

Ultimately, the secret to scalable ABM lies in seamlessly integrating technology with human collaboration - a philosophy central to Twenty One Twelve's methodology. By prioritising relationship building, personalisation, and data-driven insights, businesses can turn their ABM efforts into powerful, strategic revenue engines that grow alongside their ambitions. This blend of cutting-edge tools and industry-specific expertise is the final piece of the puzzle for achieving scalable ABM success.

FAQs

How do integrated technology platforms enhance collaboration between sales and marketing teams in ABM campaigns?

Integrated technology platforms make it easier for sales and marketing teams to work together by providing shared access to real-time data, actionable insights, and automation tools. With these tools, both teams can align their strategies, coordinate personalised messaging, and ensure consistent follow-ups. This creates a more cohesive approach to account-based marketing.

By removing barriers and improving communication, these platforms encourage collaboration and ensure that sales and marketing are on the same page. The result? Stronger teamwork that drives better outcomes and measurable growth.

What are the main advantages of using automation to scale ABM campaigns, and how does it support personalisation?

Automation is a game-changer when it comes to scaling account-based marketing (ABM) campaigns. It helps businesses handle larger campaigns without losing the personal touch that's so important for connecting with high-value accounts.

By taking over repetitive tasks like sorting data, delivering content, and tracking performance, automation frees up teams to focus on creating customised strategies for their key accounts. This means that even as campaigns expand, every interaction remains relevant and targeted, leading to stronger engagement and higher conversion rates.

What makes data fragmentation a major challenge in ABM, and how can unified platforms help overcome it?

Data fragmentation poses a major challenge in account-based marketing (ABM). It leads to inefficiencies, misaligned strategies, and a lack of precision when targeting key accounts. When your data is spread across multiple systems, it’s difficult to get a clear and unified picture of your target accounts. This often results in inconsistent messaging and missed opportunities to connect effectively.

A unified data platform addresses this issue by bringing all your data together into one centralised system. This approach eliminates silos, improves data accuracy, and allows for more precise targeting and personalised engagement. With streamlined data, ABM campaigns become far more efficient, enabling you to achieve measurable outcomes.

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