Planning Your 2025 ABM Campaign in Salesforce: A Guide
Account-based marketing (ABM) has become the centerpiece of growth strategies for B2B companies that need precision targeting. Instead of casting wide nets, an ABM campaign focuses resources on the accounts most likely to generate revenue.
Now is the time to plan an ABM campaign that runs directly in Salesforce, ensuring sales and marketing teams stay aligned on data, outreach, and results.
Why Salesforce is the foundation for ABM success
The best ABM campaigns succeed when sales and marketing teams share the same system of record. Salesforce provides that foundation by centralizing account data, tracking engagement, and linking activities to pipeline metrics.
Without this level of integration, ABM efforts risk becoming siloed experiments. With Salesforce as the hub, every account interaction is visible, measurable, and tied to revenue. Full Circle Insights strengthens this even further by providing closed-loop measurement, making it possible to prove ABM influence on pipeline and bookings.
Step 1: Define target accounts with precision
ABM campaigns start with account selection. The challenge is ensuring marketing and sales agree on the same set of accounts. In Salesforce, this begins with firmographic and technographic filters, supported by intent data from providers like Bombora or 6sense.
Companies that succeed in ABM use predictive scoring and shared criteria to identify accounts that match their ideal customer profile. This process should not be static. As markets shift, the target list must be reevaluated quarterly. Full Circle Insights helps teams refine targeting by tying account engagement to real funnel outcomes.
Step 2: Map buying committees inside Salesforce
One of the key differences between ABM campaigns and traditional demand generation is the focus on entire buying committees rather than single leads. Salesforce makes it possible to map multiple stakeholders across departments, roles, and influence levels.
A Gartner survey found that an average B2B purchase involves 11 decision-makers. By tagging roles and relationships inside Salesforce, marketing can segment campaigns more effectively while sales tailors outreach to each persona. Conquer enhances this by enabling reps to run cadences native in Salesforce, ensuring no stakeholder is missed.
Step 3: Develop personalized content strategies
An ABM campaign is only as effective as the content it delivers. Personalization goes beyond adding a name to an email. It requires tailoring messaging to industry challenges, role-based priorities, and account-level goals.
In Salesforce, content engagement can be tracked at the account level, giving insight into what resonates with each committee. Using tools like Pardot or Marketing Cloud connected to Salesforce, marketers can deliver content at the right time while sales sees exactly which assets influence engagement.
Full Circle Insights also connects these touchpoints back to funnel metrics so teams understand what drives conversions.
Step 4: Orchestrate multi-channel engagement
A 2024 Forrester report found that ABM campaigns using at least three coordinated channels see significantly higher engagement.
Running ABM in Salesforce allows orchestration across email, phone, social, and advertising in a unified way. Marketing Cloud Account Engagement can push targeted ads, while Conquer equips sales teams to run synchronized call and email cadences. Every interaction is logged in Salesforce, making attribution possible.
Step 5: Align measurement with revenue outcomes
One of the most common mistakes in ABM campaigns is measuring the wrong metrics. Vanity metrics such as impressions or clicks do not prove ABM value. What matters is pipeline creation, deal acceleration, and revenue influence.
Salesforce provides this visibility when paired with Full Circle Insights, which links campaigns to funnel metrics and revenue outcomes. This allows teams to answer critical questions: Which ABM campaign examples drove the most pipeline? Which target accounts engaged but stalled? Which touches influenced closed deals?
Measurement aligned with revenue builds executive confidence in ABM investment.
Step 6: Run pilot ABM campaign examples before scaling
Before scaling ABM across hundreds of accounts, it is critical to run pilot programs.
For example, a company might test an ABM campaign focused on the healthcare vertical or Fortune 500 finance accounts. Salesforce makes it possible to segment these accounts and run focused pilots while tracking results in dashboards.
By analyzing performance, teams learn what content works, which channels convert, and where gaps exist. This evidence-based approach reduces risk when scaling. Full Circle Insights ensures pilot learnings are tied directly to funnel data, making the business case for broader ABM adoption stronger.
Step 7: Optimize continuously with closed-loop reporting
ABM campaigns are not static. They require constant optimization as buying committees engage or disengage. Salesforce dashboards combined with Full Circle Insights reporting provide visibility into which accounts are progressing through the funnel and which are stalled.
This allows marketing to shift resources quickly while sales prioritizes high-engagement accounts.
Conquer plays a role here by equipping sales with the ability to adjust outreach strategies without leaving Salesforce. Continuous optimization is what separates high-performing ABM campaigns from those that fade after launch.
Expert insight: What ABM leaders do differently
Companies that consistently succeed with ABM campaigns share several habits. They enforce data hygiene so funnel reporting remains accurate, they align sales and marketing with shared definitions, and they use Salesforce as the central hub for both engagement and measurement.
Research from ITSMA shows that 76 percent of marketers who measure ROI say ABM delivers higher returns than any other marketing initiative. The difference is execution. Organizations that bring technology, process, and people into alignment inside Salesforce see measurable impact on pipeline and bookings.
Final thoughts
Planning your 2025 ABM campaign in Salesforce is about more than technology. It is about alignment, discipline, and measurement. With Salesforce as the foundation, Conquer powering engagement, and Full Circle Insights providing attribution, organizations can execute ABM campaigns that not only generate engagement but also prove revenue impact.
If your team is ready to plan an ABM campaign that delivers measurable revenue results, Full Circle Insights can help you design the right framework and reporting. Reach out today and make your 2025 ABM strategy a reality.