Why Most ABM Programs Fail to Reflect How People Actually Buy

Many modern B2B teams believe they are running effective account-based marketing (ABM) programs. They identify the right accounts, select the right people within those companies, and launch campaigns that are technically precise. But for all their targeting accuracy, most ABM efforts miss a critical element — they do not reflect how people actually buy.

This disconnect has become one of the biggest issues in B2B marketing strategy. ABM programs are still too often built around transactional, company-first tactics, not real human behavior. The intent is good, but the execution lacks empathy. And without a buying experience tailored to the way people research, evaluate, and make decisions, even the most well-targeted ABM programs struggle to gain traction.

The Gap Between Targeting and Experience

At its core, ABM is about personalization. It is supposed to replace the spray-and-pray model with something more relevant, more aligned, and more respectful of a buyer’s time. But somewhere along the way, many programs became focused solely on segmentation and contact lists.

They identify the right accounts. They enrich the data. They set up automated sequences or digital retargeting. But they still rely on generic tactics to engage. There’s no attention to the emotional journey of the buyer. No respect for timing. No adaptation to channel preferences. And very little effort to build trust before the ask.

This is why many ABM campaigns still feel cold and disconnected. The targeting may be right, but the experience is wrong. Buyers don’t want to be treated like leads on a spreadsheet. They want to be understood, engaged, and guided based on their actual behavior and needs.

ABM Needs to Be People-First, Not Company-First

To fix this, ABM must evolve from being account-first to people-first. That means understanding the person behind the job title. What are they thinking about? What stage are they in? What are the signals they are giving off that indicate a need or interest?

When ABM is executed properly, it aligns with how people like to buy. Buyers don’t move in a straight line. They research silently, engage across multiple channels, and often avoid sales conversations until they are truly ready. A people-first approach respects that.

This shift requires a change in mindset and execution:

• From outreach based on company fit to engagement based on real buyer signals
• From automated touchpoints to human conversations
• From forced meetings to value-led interactions

It also means being thoughtful about the timing and format of your engagement. Not every buyer wants a cold LinkedIn message. Some prefer to explore quietly through community, content, or peer conversations. ABM programs should be flexible enough to meet buyers where they are — not just push them where you want them to go.

Why Signal-Based ABM Is the Future

This is where signal-based ABM comes in — an approach that relies on buyer behavior, intent, and engagement patterns to guide outreach. Rather than acting on static firmographic data, this method prioritizes live signals such as:

• Community activity and discussions
• Website visits or repeat page views
• Product usage trends
• Content engagement
• Changes in job titles or company news

These signals reveal real-time intent and context. They allow go-to-market teams to personalize not just the message, but the moment. Salespeople can reach out with relevant insights or offers. Marketers can time content delivery based on the buyer’s journey, not a generic campaign schedule.

When done well, signal-based ABM allows you to design experiences that feel organic and helpful rather than invasive. It creates the conditions for trust and engagement to build naturally, which increases deal velocity and conversion rates.

Rethinking What “Personalization” Really Means

Another reason why most ABM programs miss the mark is because of how they define personalization. Too often, it is surface-level. Inserting a company name or job title into an email is not personalization. Real personalization means understanding the buyer’s priorities, their current challenges, and the context they operate within.

To do that, teams need a better understanding of buying psychology. What pressures is this person facing internally? What are the risks they are trying to mitigate? What change are they trying to drive?

Personalization also means building relevance over time. You might not ask for a meeting right away. You might just send a helpful resource, respond to a question in a community thread, or highlight a case study that mirrors their company’s situation.

Over time, these small touches build credibility. They also reduce the perception that the seller is pushing an agenda. Instead, the experience feels aligned with how the buyer is already operating — thoughtful, on their terms, and centered around solving a real problem.

ABM Is About Relationships, Not Reach

Perhaps the biggest misconception about ABM is that it’s simply another way to generate leads. But ABM done right is not a lead-generation tool. It is a relationship-building strategy. It’s about quality, not quantity. Depth, not breadth.

That means slowing down, listening more, and showing up consistently over time. It means creating opportunities for buyers to engage on their own timeline, through the channels they trust most.

It also requires more collaboration between marketing and sales. Signal-based ABM is not something marketing can automate in isolation. Sales needs to be deeply involved in interpreting signals, crafting outreach, and customizing responses. The best ABM programs operate as integrated pods, not handoff machines.

The Future of GTM Is Human-Centered

Ultimately, the evolution of ABM is part of a broader shift in how go-to-market teams operate. The future belongs to those who design systems around people, not just processes. Those who trade high-volume tactics for thoughtful touchpoints. Those who use data to listen, not just shout.

People-first ABM is not just a philosophical change. It is a performance advantage. Buyers are more likely to engage when they feel seen and understood. Teams are more efficient when they spend time on accounts that are truly showing intent. And organizations earn more trust — the most valuable currency in any market.

If your ABM program is not working, it is probably not because your list is wrong. It is because your experience is. You may be reaching the right people, but not in a way that respects how they like to buy.

Fix that, and everything else improves.