Here’s a question most B2B marketers are wrestling with right now: if nearly 70% of marketers already run ABM programs, why does it still feel like so many campaigns fall flat?
The answer isn’t about whether ABM works. It does. About 97% of marketers say ABM delivers higher ROI than any other strategy they’ve tried. The real issue is how companies are doing it. And in 2026, the gap between good ABM and great ABM comes down to two things: smarter data and bolder creativity.
This blog breaks down the trends that top ABM companies are actually acting on this year not the buzzwords, but the real shifts in strategy that are moving pipeline and revenue. If you’re running ABM (or planning to), this is your reality check.
The Data-Driven Shift: ABM Is No Longer a “Feel” Game
ABM started as a very manual process. Pick some target accounts. Write personalized emails. Hope for the best. That approach got results early on, but it doesn’t scale.
In 2026, the best ABM teams run on data the way sales teams run on CRM. Every decision which accounts for target, what content to send, and when to trigger outreach is backed by real signals, not guesswork.
What’s changed? Three things, mainly.
Intent Data Has Gotten Significantly Better
A couple of years ago, intent data was noisy. You’d get signals that an account was “researching cloud migration” but couldn’t tell if it was the CTO doing a serious evaluation or an intern writing a report.
That’s changing fast. Platforms like 6sense and Demandbase now combine first-party engagement data (what accounts do on your website) with third-party intent signals (what they’re researching across the web) to create a layered view of buying readiness. 6sense claims nearly 85% accuracy in predicting which accounts will convert, based on large-scale behavioral analysis.
For ABM teams, this means you can stop wasting budget on accounts that aren’t ready. Instead, you focus your creative energy and ad spend on accounts showing real buying signals right now.
AI-Powered Account Scoring Is Replacing Gut Instinct
Traditional lead scoring assigned points based on simple rules: downloaded a whitepaper? +10 points. Visited the pricing page? +20. The problem was that these models were static and often wrong.
Predictive account scoring in 2026 uses machine learning to analyze hundreds of data points firmographic fit, technographic signals, content consumption patterns, even organizational changes like new executive hires and dynamically ranks accounts by conversion likelihood.
This isn’t theoretical. Companies that switch from traditional lead scoring to predictive models consistently report shorter sales cycles and better alignment between marketing and sales on which accounts deserve attention. When both teams trust the same data, the entire ABM engine runs more smoothly.
First-Party Data Is the New Currency
With cookie deprecation and tightening privacy regulations, the ABM companies that are winning are the ones investing heavily in first-party data infrastructure. This means tracking how target accounts engage with your own content, website, events, and product and building your scoring and personalization around that.
Customer data platforms (CDPs) are becoming essential. They unify data from your CRM, website analytics, marketing automation, and product usage into a single view of each account. Without this foundation, even the most sophisticated ABM tools are working with incomplete information.
About 43% of marketers now consider advanced data management crucial to their ABM success. That number will only grow as privacy-first marketing becomes the norm.
The Creative-First Movement: Why Data Alone Isn’t Enough
Here’s where things get interesting. The ABM industry went through a phase where everything was about platforms, data, and automation. And while that infrastructure is essential, some of the best-performing ABM programs in 2026 are actually leading with creativity.
Why? Because data tells you who to talk to and when. But creativity is what makes them care
Storytelling Over “Spray and Pray” Personalization
Personalization in ABM used to mean slapping a company logo on a landing page and calling it a day. Buyers see through that instantly.
The top ABM agencies in 2026 think firms like MOI Global and The Marketing Practice are building narrative-driven campaigns that actually address the specific business challenges of each account or account cluster. It’s not just “Hey [Company Name], we can help.” It’s a considered story about their industry, their competitive landscape, and the outcomes they’re trying to achieve.
This requires a different kind of effort. You need researchers who understand the account’s world. Copywriters who can translate that into compelling messaging. Designers who can make it all feel premium and relevant. It’s more work than automated email sequences, but it’s also what separates campaigns that get ignored from campaigns that start real conversations.
Phygital and Immersive Experiences
One trend we’re seeing from creative-first ABM firms is the blending of physical and digital experiences sometimes called “phygital.” This might look like a personalized video presentation sent alongside a physical gift package, or an interactive digital experience triggered after an in-person meeting.
These aren’t gimmicks (when done well). They work because B2B buying decisions are made by committees of 6–10 people, and cutting through to all of them requires memorable, multi-channel touchpoints. A well-timed creative piece that sparks internal conversation within a target account can accelerate deals in ways that another retargeting ad simply can’t.
AI-Generated Content: Useful, but Not a Replacement for Strategy
Generative AI tools have made it faster to produce ABM content ad variations, email drafts, and landing page copy. That’s genuinely helpful for scaling campaigns.
But the best ABM teams treat AI as a production tool, not a strategy tool. The creative direction, the narrative arc, the insight about what matters to each account that still comes from people who understand the market.
About 86% of marketers expect AI to boost their ABM ROI in the coming year. That’s probably right. But the ROI will go to teams that use AI to execute faster on strong ideas, not teams that rely on AI to generate the ideas in the first place.
Hybrid Intelligence: Where Data and Creativity Meet
The best ABM programs in 2026 aren’t purely data-driven or purely creative-first. They’re both. Think of it as “hybrid intelligence” using data to inform where to focus, and creativity to determine how to engage.
Here’s what that looks like in practice:
- Intent data identifies which accounts are actively researching your category.
- Predictive scoring tells you when those accounts are most likely to engage.
- Account research reveals what challenges and priorities matter to each buying committee.
- Creative execution determines how you show up — and whether it’s memorable enough to earn a conversation.
Companies that align both sides see results. Organizations with tightly aligned sales and marketing operations have been shown to grow revenue 24% faster and increase profits 27% faster over three-year periods, compared to those where teams operate in silos.
ABM Channel Evolution: Beyond LinkedIn and Email
For years, most ABM execution happened in two channels: LinkedIn ads and email sequences. They still matter, but the landscape is expanding.
Omnichannel Is Table Stakes Now
IDC and other research bodies are calling ABM a “media-first strategy” in 2026. That means programmatic display, connected TV, podcasts, video, and native advertising are all becoming part of the ABM playbook. The logic is straightforward: your buying committee members don’t all live on LinkedIn. Some are watching industry webinars. Others are listening to niche podcasts. A few are browsing Reddit threads about vendor comparisons.
The ABM companies that figure out how to orchestrate consistent messaging across these channels without losing the personalization that makes ABM effective will have a significant advantage.
The Rise of ABX (Account-Based Experience)
You’ll hear more about ABX in 2026. It’s essentially ABM evolved instead of just marketing at target accounts, you’re creating a coordinated experience across marketing, sales, and customer success that makes every interaction feel connected and relevant.
This isn’t a rebrand. It reflects a real shift in how buying happens. B2B buyers complete more than 60% of their buying journey before engaging with a vendor. If your ABM program only activates when they fill out a form, you’ve already missed most of the journey. ABX is about influencing the entire experience, from anonymous research to a closed deal to renewal.
RevOps Integration: The Operational Backbone
Another trend that’s reshaping ABM in 2026 is the integration with Revenue Operations (RevOps). ABM used to sit squarely in marketing’s domain. But the best programs now connect into a shared RevOps framework where marketing, sales, and customer success share the same data, the same account views, and the same success metrics.
This matters because ABM campaigns that exist in a marketing silo often generate engagement that never converts to pipeline. The handoff between marketing and sales breaks down, or sales doesn’t have context on what the account has already seen and responded to.
RevOps integration fixes this by creating shared workflows. When an account hits a certain engagement threshold, sales gets an alert with full context. When sales has a conversation, that intelligence feeds back into the marketing engine. It’s a continuous loop, not a one-way street.
What This Means for B2B Companies Evaluating ABM Partners
If you’re evaluating ABM agencies or building an in-house program, here are the questions worth asking based on these 2026 trends:
- Do they lead with data AND creative? If an agency only talks about platforms and automation, ask about their creative process. If they only talk about storytelling, ask how they use data to prioritize accounts.
- How do they handle intent data? Ask which sources they use, how they layer first-party and third-party signals, and how that data informs campaign timing.
- What does their reporting look like? Move beyond vanity metrics. The best ABM teams report on pipeline influence, deal velocity, and revenue attribution not just impressions and clicks.
- Do they integrate with your RevOps stack? ABM that doesn’t connect to your CRM, marketing automation, and sales processes will always underperform.
The Smarketers’ Approach: ABM That Balances Both Sides
At The Smarketers, we’ve been running ABM programs since 2016 — back when most B2B companies in India hadn’t heard of account-based marketing. We’ve implemented over 40 full-scale ABM programs with an 85% success rate, and we’re India’s first and only ITSMA-awarded ABM agency.
What we’ve learned over the years is that ABM fails when it leans too far in one direction. All data, no creativity? You get campaigns that are precisely targeted but forgettable. All creative, no data? You get beautiful content aimed at the wrong accounts.
Our programs integrate inbound marketing with 1:1, 1:few, and 1:many ABM strategies, powered by HubSpot and intent data platforms. But the execution is always grounded in deep account research and creative that earns attention, not just impressions.
If you’re looking at ABM for 2026, the trend is clear: invest in both the science and the art. The companies that do will outperform those that treat ABM as just another marketing automation workflow.
Frequently Asked Questions
How are top ABM companies using conversational AI agents for real-time lead qualification?
Leading ABM firms are deploying AI-powered chatbots and conversational agents on their websites and within campaigns to engage target accounts in real-time. These agents can qualify visitors based on firmographic and intent data, route high-value accounts directly to sales, and capture context that feeds back into the ABM platform. The goal isn’t to replace human interaction it’s to make sure the right conversations happen faster.
Will platforms like 6sense and Demandbase shift to supporting roles as creative-first ABM grows?
Not exactly. These platforms remain essential infrastructure they provide the data, intent signals, and orchestration that creative campaigns depend on. But the shift is that creative storytelling is becoming the differentiator, not the platform itself. Think of 6sense and Demandbase as the engine, and creative as the fuel. You need both.
What intent data tools work best for startups running niche ABM campaigns?
For startups, Bombora and G2 Buyer Intent are often more accessible entry points than enterprise platforms like 6sense. Reddit and niche community monitoring can also serve as informal intent signals. The key is to start with one reliable first-party data source (like HubSpot engagement tracking) and layer on third-party intent as your program matures.
How can hybrid intelligence (AI + human creativity) improve ABM ROI without overwhelming budgets?
Start by using AI for the repetitive, scalable tasks: ad variation generation, email personalization at scale, data analysis, and reporting. Then invest human creative effort where it has the highest impact: campaign strategy, account-specific messaging, and high-touch 1:1 ABM for your top-tier accounts. This split lets you scale without needing a massive creative team.
Which creative-first tactics are top ABM firms prioritizing for 2026?
Personalized video outreach, interactive digital experiences, phygital campaigns (combining physical mailers with digital follow-ups), executive-level thought leadership content, and dynamic creative ads tailored to specific buying committee roles are all gaining traction. The common thread is making every touchpoint feel intentional and relevant to the specific account.
Key Takeaways
ABM in 2026 is defined by the convergence of better data and bolder creative. The companies that treat these as separate functions will underperform. The ones that integrate them using intent data to focus resources and creative storytelling to earn attention will build the pipeline that matters.
The technology is there. The data is there. The question is whether your team (or your ABM partner) has the strategic depth and creative muscle to put it all together.
Ready to build an ABM program that balances data and creativity? Talk to The Smarketers about our proven ABM strategies for 2026.
