Editorial Team
Account-Based Marketing (ABM) isn’t new. But according to the 2025 State of ABM report, unpacked in the latest episode of ForgeX’s podcast, it’s still widely misunderstood. And that misunderstanding is quietly eroding performance.
In conversation with ForgeX host Davis Potter, Just Global’s SVP of Strategy, Marcus Hiles, pulled back the curtain on the challenges and trends shaping ABM today. Spoiler: it ain’t just about budget anymore. Listen below:
Confusion is the silent killer.
One of the most startling findings? Many organizations can’t agree on what ABM actually is. Internal misalignment on definitions, deployment models, and even naming conventions, is derailing otherwise promising programs. Teams are calling their campaigns ‘one-to-one’ when they’re really ‘one-to-many’, creating a quiet sense of chaos. Without a shared language or playbook, collaboration across Marketing and Sales breaks down.
One size doesn’t fit all, and frankly it never did.
The data shows that more than 50% of organizations now use multiple ABM models simultaneously. Yet most are still learning how to do that well. As Hiles points out, not every program should go all-in on one-to-one, especially if the average deal size can’t support the investment. Successful ABM starts with focus: defining your ICP, aligning sales and marketing around a shared strategy, and being intentional about model selection.
Good ABM takes time, and people.
Think your ABM pilot will be up and running in two weeks? Think again. Most programs take 4–6 months to fully implement. And that’s just the beginning. ABM is a team sport, not a solo sprint. Without proper resourcing and cross-functional support—including sales, content, product marketing, and ops—your campaigns will stall out before they start.
AI won’t save a broken strategy.
While AI is poised to streamline content and accelerate personalization at scale, it’s not a silver bullet. Only 19% of organizations surveyed have a roadmap for AI in ABM. Without one, you risk creating more noise—not more relevance.
Want the full picture? Tune into the podcast for deeper insights from Davis Potter at ForgeX and our own Marcus Hiles. Or better yet, reach out to the Just Global team to ensure your ABM approach is built to perform.
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