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Digital Transformation in Marketing

ABM Automation: An Essential Strategy for Modern B2B

By 2025, ABM (Account-Based Marketing) automation will solidify as a central pillar for B2B companies seeking to scale high-value relationships. With increasingly complex buyer journeys and long sales cycles, the ability to orchestrate multichannel campaigns—email, social media, webinars, SMS, and paid ads—from a single platform is the competitive differentiator [ref1]. The focus is on personalizing messages for key accounts, nurturing leads based on behavior and engagement, and aligning marketing and sales in real time.

Platforms and Success Stories

Companies like Grammarly already use solutions such as Salesforce Marketing Cloud to automate ABM journeys, prioritizing high-potential accounts based on data and AI. The use of lead scoring, automated sales alerts, and engagement dashboards allows teams to focus their efforts on the most promising opportunities, increasing campaign ROI [ref2]. Other platforms like HubSpot and Lark Suite offer native CRM integration, workflow automation, and team collaboration, facilitating the execution of ABM campaigns across multiple channels [ref1][ref3].

Trends and Technologies in 2025

Beyond multichannel automation, the highlight is the integration of AI for advanced behavioral segmentation, multi-touchpoint attribution, and personalization at scale. Tools like Demandbase, RollWorks, and 6sense expand the ability to identify and engage key accounts with hyper-personalized messages, while open APIs allow connecting data from different sources to create complete customer profiles [ref4][ref5]. The alignment between marketing, sales, and operations, driven by ABM automation, is the path to accelerating pipelines and strengthening B2B relationships.

References

[ref1] Larksuite – Best B2B Marketing Automation Platforms for 2025
[ref2] Salesforce – B2B Marketing Automation Platform
[ref3] Inside Center – Account Based Marketing: what is ABM and how to apply it
[ref4] Demandbase – 40 Best Account-Based Marketing (ABM) Solutions for 2025
[ref5] ZenABM – 8 Best Account-Based Marketing (ABM) Tools [2025]

Marcel Miccolis Pilipovicius
Marcel Miccolis Pilipovicius

Director of Marketing and Growth at GRI Institute

Marcel Miccolis Pilipovicius is a Marketing and Growth strategist specializing in brand positioning, demand generation, and data, content, and technology integration. He currently leads the global rebranding of the GRI Institute, a global think tank that connects leaders in real estate and infrastructure, guiding its transformation from a networking club into a knowledge-driven institution of influence and impact.

With a career built at the intersection of creativity and performance, Marcel believes that strong brands are born from the union of purpose, strategic clarity, and data-driven execution. His approach combines institutional vision, digital innovation, and collaborative leadership to build sustainable ecosystems for communication, growth, and long-term brand value.

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