New Release – The MFS Account Based Marketing Guide 2025

Today we announce the release of our latest B2B resource - The MFS B2B Account Based Marketing Guide 2025 - which goes deep into B2B ABM covering everything from definitions, best practices, tactics, metrics, and some strategic guidelines to follow.

ACCESS THE MFS B2B ACCOUNT BASED MARKETING GUIDE HERE →

The guide is a really useful resource and will be particularly valuable to the following groups:

ABM program leaders who are in the course of building their ABM strategy
Companies moving towards an ABM approach as a way to unlock high value accounts
Marketing leaders at companies looking to scale their ABM processes
Companies looking to hire an ABM resource - this guide will help you understand the resources and skill sets that are essential to an ABM program
An aspiring ABM leader - looking to develop their understanding of the role

The Rise of ABM

B2B Account Based Marketing or ABM is an approach that has surged in popularity over the last decade. ABM is based on the idea that a one-size-fits-all marketing strategy is no longer suitable - particularly when it comes to landing larger enterprise level deals. Instead, companies are switching to an account-based approach based, essentially, on treating each target account as a separate market in its own right.

The rise in ABM adoption stems from changing buyer behaviors. Enterprise B2B opportunities have evolved to the point that there is now an average of 10 or more stakeholders involved in the decision-making process. Each stakeholder comes with different priorities, needs, and concerns - the potential benefits of your product that you relay to a revenue-focused head of sales are unlikely to resonate with a CIO (Chief Information Officer) or CISO (Chief Information Security Officer) who prioritizes system security. As a result, the focus for selling companies then turns to personalization - taking the time to identify and articulate the value proposition and how it relates to each stakeholder.

This highly personalized buyer experience is now expected and the effort required to deliver it is considerable - but not unmanageable. In fact, delivering this personalized buyer experience is precisely where ABM fits in. It does however require close-knit cooperation between the sales and marketing functions all in the name of ABM. Furthermore, ABM requires executive sponsorship and must be treated as a strategic initiative - a solo run from an ambitious marketing or sales person won’t do.

In this guide we delve more deeply into the area of ABM and share with you our ABM definition, best practices, tactics, metrics and more - giving particular focus to ABM activities we have seen to generate the best results from over the past 15 years in the B2B environment. The guide is free to access on this link, and we welcome feedback of all kinds! If you have a marketing challenge you are looking for support with, you are more than welcome to set up a no obligation initial conversation with our team.