Account-based marketing (ABM) has significantly transformed since its emergence in the early 2000s. Initially a niche practice adopted by large tech and professional services firms, ABM has evolved into a mainstream B2B strategy embraced across industries. Rob Leavitt, a Partner at growth consultancy Momentum ITSMA, has been at the forefront of this journey for the past two decades.
Speaking on the B2B Marketing Exchange Podcast, Leavitt explained that the first generation of ABM was centered on a hands-on, 1:1 approach with critical accounts, aimed at fostering deep collaboration and long-term growth. As digital marketing matured, the second generation ushered in tools and platforms that enabled businesses to scale ABM beyond a handful of accounts.
“We started seeing tools and platforms for ABM, moved into the digital era seriously, and began thinking about scale,” said Leavitt. “Fast forward to today, and we’re firmly in the fourth generation of ABM. This is not the original ABM — it’s a much broader set of approaches, practices, and priorities.”
Leavitt highlighted that this phase is characterized by ABM’s widespread adoption across diverse industries and markets.
The Game-Changing Impact Of AI
A pivotal moment in ABM’s evolution came with the emergence of generative AI, particularly after the launch of ChatGPT.
“This is the fastest-growing technology we’ve ever seen in terms of adoption,” Leavitt observed. “We have no idea where this is going. If anyone tells you they know what this will look like in five years, don’t believe them.”
Leavitt emphasized that generative AI is transforming every aspect of ABM — from personalization and account intelligence to campaign strategy and content creation.
Returning To The Core Principles
Despite the rapid pace of technological advancement, Leavitt underscored the importance of returning to the foundational principles of ABM.
“Businesses need to ask themselves what they’re actually trying to achieve with account-based marketing,” said Leavitt. “You can’t succeed without the right reputation. That gives you permission to play, especially when selling complex, high-value solutions. Relationships are central — you need trust and confidence with the buying committee, stakeholders and influencers. With that foundation, you’re much more capable of accelerating revenue.”
Narrowing The Focus
Leavitt advised narrowing the focus to fewer, high-value accounts rather than attempting to scale indiscriminately.
“One of the things AI enables is filtering out less important accounts faster and more effectively,” he explained. Leavitt advocated for a “bottoms-up” approach, which includes deeply understanding a small number of “lighthouse” accounts before scaling to similar ones.
“You need to uncover the real nuances of one account — how they talk, how they work, how they buy, how they engage with partners,” Leavitt said. “Then you can replicate that approach with lookalike accounts.”
Deepening The Conversation
With the proliferation of martech solutions creating an increasingly noisy marketplace, Leavitt stressed the importance of clarifying what a company is truly known for.
“There’s so much noise, and it’s changing so fast,” Leavitt remarked. “It’s not about running a million micro-targeted campaigns that we forget after they’re done; it’s about constantly reinforcing a central story.”
Humanizing The Connection
Leavitt’s vision for the future of ABM hinges on humanizing connections with key accounts. He noted research showing buyers have fewer than two “trusted providers,” a stark contrast to the “trusted advisor” status many marketers aspire to.
“This isn’t about more accurate LinkedIn targeting — it’s about meaningful conversations,” said Leavitt. “Are they calling you to run ideas by you? That’s when you know you’ve built trust.”
To foster these relationships, Leavitt suggested initiatives like innovation labs, executive briefings, philanthropic programs and community engagement. The goal is to create a positive, memorable experience for key accounts where every interaction adds value.
The Path Forward
As the B2B landscape evolves, Leavitt believes the future of ABM lies in balancing technological innovation with a deep focus on human connection.
“Narrow your focus — fewer accounts, not more. Deepen the conversation — fewer campaigns, bigger programs. And humanize the connection to build trusted relationships,” he advised.
By staying grounded in ABM’s core principles while leveraging the transformative power of AI, B2B marketers can navigate the rapidly changing landscape and position their organizations for sustained success.