There’s definitely a shift towards ABM for many advertisers. If I’m honest though, I still think only a few brands are nailing ABM. In short, simply reaching your accounts is not the challenge, it’s how you break through the noise when you reach them with hyper personalised offers and content. We have to ensure ABM is not a ‘tickbox’ strategy which just further inflates reach, without guaranteeing results. If your ABM strategy over indexes on targeting those accounts with only a marginal focus on what you reach them with, I’d probably advise to ignore it as a programme. What we strive for at Personio is a higher level of personalisation in our engagements. It’s about stopping the scroll, crafting content that resonates on a personal level, and truly understanding the unique ‘jobs to be done’ within each targeted account. Ultimately, ABM is not a ‘growth hack’ but a formula that marketers and sales teams must perfect together.

Aligning these teams means selecting metrics that reflect real, meaningful progress, not just numbers that look good on paper. Objective, reliable metrics are vital; it's about understanding the entire funnel, not just the outcomes. We focus on metrics that tell us about the health of our deals and the quality of leads, ensuring both teams are on the same page and pushing towards the same goals. To enhance alignment, we've refined our MQL definitions to focus on sales readiness, ensuring the leads are not only numerous but highly qualified. This shift minimises inefficiencies and directs both teams' efforts toward leads that are most likely to convert, enhancing our overall ROI.

One major trend is the increasing need to balance immediate sales targets with long-term brand strategies. Balancing short-term sales targets with long-term brand strategies will be a key challenge. We have to make sure our marketing efforts support quick sales wins while also building a sustainable brand that resonates with customers over time.