By Paramita Patra Published on : Sep 3, 2025
Your sales team has been nurturing an account for months. The company fits your ICP, but the momentum is slow. The content and campaigns are delivered, yet the prospect doesn’t move forward. If you treat all buyers through the same path, your ABM will fall short. Every buyer journey is different, and a “one-size-fits-all” approach won’t work.
B2B involves multiple stakeholders and extended timelines. Some enter the funnel at the research stage, exploring pain points. Others come for product comparisons, knowing their needs. And some come for expansion opportunities. Each of these journeys requires a different kind of engagement, messaging, and resource allocation.
This article will talk about the importance of personalization in ABM for each account.
Here are the different types of buyer journeys in B2B.
What it looks like: Buyers are researching industry challenges, best practices, and consuming educational content. At this stage, they’re seeking clarity.
ABM strategies:
Deploy thought leadership campaigns tailored to the account’s industry.
Share market research and trend reports.
Use intent data to identify accounts beginning this journey.
Example: A SaaS company targeting banks notices through intent data that one bank is searching for “digital transformation in lending.” It launches a targeted webinar series on “Future of Digital Lending,” positioning itself as a trusted advisor.
What it looks like: Buyers have defined their problem and are comparing vendors, checking case studies, and calculating ROI. Multiple stakeholders are now involved.
ABM strategies:
Deliver account-specific case studies and ROI calculators.
Host roundtables or invite decision-makers to product demos.
Leverage personalized email campaigns showcasing solutions relevant to that account’s pain points.
Example: A cybersecurity firm sees that a healthcare account is attending webinars on compliance. The firm responds with a tailored ABM campaign: a case study of how they helped another hospital reduce compliance risks along with a CFO-focused ROI deck.
What it looks like: Buyers are negotiating terms, validating vendor credibility, and assessing implementation risks.
ABM strategies:
Provide customized proposals and proof-of-concept trials.
Facilitate direct access to experts and customer testimonials.
Example: An enterprise software provider in final talks with a manufacturing company sets up a tailored proof-of-concept. They also arrange a peer-to-peer conversation between the client’s COO and an existing customer.
What it looks like: This is where customer success, renewals, and upsells happen. Buyers are focused on maximum value from their investment.
ABM strategies:
Develop personalized success plans for accounts.
Launch business reviews tailored to that customer’s KPIs.
Use ABM to identify opportunities for upsell or cross-sell.
Example: A cloud services provider conducts a quarterly review with CIO and CTO stakeholders, highlighting improvements in operational efficiency and identifying opportunities for expansion into supply chain optimization services.
Here’s why the “one-size-fits-all” approach fails to resonate with decision-makers.
A buyer at the awareness stage is searching for insights, and a buyer at the decision stage wants proof.
ABM strategy: Tailor campaigns to match where the account is in its journey.
Example: A SaaS provider targeting financial institutions shares a market trend report, but for later-stage clients, it delivers a customized demo and pricing model.
A healthcare organization evaluating solutions has compliance-driven needs, while a retail chain may focus on customer experience. Broad messaging misses these expectations.
ABM strategy: Develop ABM campaigns that show industry understanding.
Example: A cloud services provider runs a compliance-focused campaign for hospitals, while tailoring a speed-to-market campaign for retail brands.
Sending generic proposals undermines credibility and positions your company as just another vendor.
ABM strategy: Use data-backed personalization to build thought leadership and trust.
Example: A consulting firm targeting manufacturers creates a custom business impact analysis showing how automation could reduce downtime.
Here’s why personalization is critical for ABM.
Decision-makers are bombarded with information. Personalized insights directly address their industry challenges.
ABM strategy: Create account-specific thought leadership campaigns instead of broad campaigns.
Example: A logistics tech provider targets a retail chain with a personalized industry brief on “reducing last-mile costs”.
In B2B, stakeholders are from different teams. A CFO looks for ROI, while a CIO seeks technical feasibility.
ABM strategy: Develop personalized content tracks tailored to each stakeholder within the same account.
Example: A cybersecurity firm sends IT leaders a technical demo, while CFOs in the same account receive an ROI calculator showcasing reduced risk costs.
During the consideration stage, buyers are choosing from different vendors. Personalized case studies validate your solution’s fit.
ABM strategy: Use data to craft account-specific comparisons and success stories.
Example: An HRTech company, targeting a large enterprise, develops a custom case study showing how a peer in the same sector cut hiring time by using its platform.
Trust often determines the winner. Personalization demonstrates commitment, making accounts confident in a long-term partnership.
ABM strategy: Offer customized proposals and support aligned to account goals.
Example: An enterprise SaaS provider builds a proof-of-concept aligned to a prospect’s existing IT stack.
Personalized ABM ensures customers see evolving value in the partnership.
ABM strategy: Conduct quarterly business reviews showcasing ROI and upsell opportunities.
Example: A cloud provider highlights how an account’s usage data improved operational savings, then proposes expanding into analytics solutions.
ABM is not about pushing accounts through a funnel. It’s about meeting buyers on their journey, anticipating their needs, and guiding them toward decisions. The organizations that embrace this approach will strengthen trust and unlock opportunities. If your ABM still looks the same, it’s time to rethink. Design strategies that make ABM not only an advantage but the foundation of success.
By Paramita Patra
Published on 3rd, Sep, 2025
Your sales team has been nurturing an account for months. The company fits your ICP, but the momentum is slow. The content and campaigns are delivered, yet the prospect doesn’t move forward. If you treat all buyers through the same path, your ABM will fall short. Every buyer journey is different, and a “one-size-fits-all” approach won’t work.
B2B involves multiple stakeholders and extended timelines. Some enter the funnel at the research stage, exploring pain points. Others come for product comparisons, knowing their needs. And some come for expansion opportunities. Each of these journeys requires a different kind of engagement, messaging, and resource allocation.
This article will talk about the importance of personalization in ABM for each account.
Here are the different types of buyer journeys in B2B.
What it looks like: Buyers are researching industry challenges, best practices, and consuming educational content. At this stage, they’re seeking clarity.
ABM strategies:
Deploy thought leadership campaigns tailored to the account’s industry.
Share market research and trend reports.
Use intent data to identify accounts beginning this journey.
Example: A SaaS company targeting banks notices through intent data that one bank is searching for “digital transformation in lending.” It launches a targeted webinar series on “Future of Digital Lending,” positioning itself as a trusted advisor.
What it looks like: Buyers have defined their problem and are comparing vendors, checking case studies, and calculating ROI. Multiple stakeholders are now involved.
ABM strategies:
Deliver account-specific case studies and ROI calculators.
Host roundtables or invite decision-makers to product demos.
Leverage personalized email campaigns showcasing solutions relevant to that account’s pain points.
Example: A cybersecurity firm sees that a healthcare account is attending webinars on compliance. The firm responds with a tailored ABM campaign: a case study of how they helped another hospital reduce compliance risks along with a CFO-focused ROI deck.
What it looks like: Buyers are negotiating terms, validating vendor credibility, and assessing implementation risks.
ABM strategies:
Provide customized proposals and proof-of-concept trials.
Facilitate direct access to experts and customer testimonials.
Example: An enterprise software provider in final talks with a manufacturing company sets up a tailored proof-of-concept. They also arrange a peer-to-peer conversation between the client’s COO and an existing customer.
What it looks like: This is where customer success, renewals, and upsells happen. Buyers are focused on maximum value from their investment.
ABM strategies:
Develop personalized success plans for accounts.
Launch business reviews tailored to that customer’s KPIs.
Use ABM to identify opportunities for upsell or cross-sell.
Example: A cloud services provider conducts a quarterly review with CIO and CTO stakeholders, highlighting improvements in operational efficiency and identifying opportunities for expansion into supply chain optimization services.
Here’s why the “one-size-fits-all” approach fails to resonate with decision-makers.
A buyer at the awareness stage is searching for insights, and a buyer at the decision stage wants proof.
ABM strategy: Tailor campaigns to match where the account is in its journey.
Example: A SaaS provider targeting financial institutions shares a market trend report, but for later-stage clients, it delivers a customized demo and pricing model.
A healthcare organization evaluating solutions has compliance-driven needs, while a retail chain may focus on customer experience. Broad messaging misses these expectations.
ABM strategy: Develop ABM campaigns that show industry understanding.
Example: A cloud services provider runs a compliance-focused campaign for hospitals, while tailoring a speed-to-market campaign for retail brands.
Sending generic proposals undermines credibility and positions your company as just another vendor.
ABM strategy: Use data-backed personalization to build thought leadership and trust.
Example: A consulting firm targeting manufacturers creates a custom business impact analysis showing how automation could reduce downtime.
Here’s why personalization is critical for ABM.
Decision-makers are bombarded with information. Personalized insights directly address their industry challenges.
ABM strategy: Create account-specific thought leadership campaigns instead of broad campaigns.
Example: A logistics tech provider targets a retail chain with a personalized industry brief on “reducing last-mile costs”.
In B2B, stakeholders are from different teams. A CFO looks for ROI, while a CIO seeks technical feasibility.
ABM strategy: Develop personalized content tracks tailored to each stakeholder within the same account.
Example: A cybersecurity firm sends IT leaders a technical demo, while CFOs in the same account receive an ROI calculator showcasing reduced risk costs.
During the consideration stage, buyers are choosing from different vendors. Personalized case studies validate your solution’s fit.
ABM strategy: Use data to craft account-specific comparisons and success stories.
Example: An HRTech company, targeting a large enterprise, develops a custom case study showing how a peer in the same sector cut hiring time by using its platform.
Trust often determines the winner. Personalization demonstrates commitment, making accounts confident in a long-term partnership.
ABM strategy: Offer customized proposals and support aligned to account goals.
Example: An enterprise SaaS provider builds a proof-of-concept aligned to a prospect’s existing IT stack.
Personalized ABM ensures customers see evolving value in the partnership.
ABM strategy: Conduct quarterly business reviews showcasing ROI and upsell opportunities.
Example: A cloud provider highlights how an account’s usage data improved operational savings, then proposes expanding into analytics solutions.
ABM is not about pushing accounts through a funnel. It’s about meeting buyers on their journey, anticipating their needs, and guiding them toward decisions. The organizations that embrace this approach will strengthen trust and unlock opportunities. If your ABM still looks the same, it’s time to rethink. Design strategies that make ABM not only an advantage but the foundation of success.
