ABM Relies on Precision—But Bad Data Ruins It

Account-Based Marketing (ABM) is all about targeting the right accounts, engaging the right decision-makers, and closing high-value deals. But when customer data is fragmented, ABM strategies fall apart.

🚩 Duplicate records cause SDRs to reach out to the same company multiple times.
🚩 Marketing and sales teams lack a unified view of account engagement.
🚩 Ad spend is wasted targeting low-value or incorrect contacts.

Identity resolution fixes these gaps by unifying account data, linking decision-makers, and ensuring every ABM campaign is laser-focused on the right prospects.

1. Why Identity Resolution Is Critical for ABM Success

ABM is only as strong as the data behind it. If accounts and contacts aren’t properly resolved, businesses:

• Target the wrong people within an organization.
• Fail to recognize high-value leads that have already engaged.
• Misattribute conversions, leading to ineffective ABM optimization.

Example of ABM Without Identity Resolution

A sales team:

• Sees multiple records for the same company in the CRM.
• Sends outreach emails to different employees at the same account, thinking they’re new leads.
• Can’t track which decision-makers have already engaged, leading to redundant or mistimed messaging.

With identity resolution:
✔ All contacts and interactions are linked to a single, unified account.
✔ SDRs can see who has engaged and who still needs outreach.
✔ Marketing and sales teams align on real-time account engagement.

2. How Identity Resolution Powers ABM Strategies

1. Unifies Accounts & Contact Data Across Systems

✔ Merges disconnected records into a single account view.
✔ Links multiple employees to their respective companies, helping sales teams identify key decision-makers.
✔ Prevents duplicate or conflicting outreach efforts.

2. Enables More Accurate Targeting & Segmentation

✔ Ensures ABM campaigns target the right individuals at the right accounts.
✔ Identifies which accounts are high-intent vs. low-priority.
✔ Helps marketing create personalized content based on real engagement history.

3. Improves Marketing & Sales Collaboration

✔ Gives sales teams real-time insights into how accounts are engaging with content.
✔ Ensures marketing can prioritize the highest-value accounts for retargeting.
✔ Aligns messaging across all teams, leading to a seamless buyer journey.

4. Reduces Wasted Ad Spend & Improves ROI

✔ Prevents retargeting accounts that have already converted.
✔ Optimizes budget allocation by focusing on accounts that are actually engaged.
✔ Improves ABM measurement by providing accurate attribution of touchpoints.

3. The Business Impact of Identity Resolution on ABM

🚀 Higher Close Rates – Sales teams focus on the right accounts, leading to better conversion rates.

🚀 More Efficient Outreach – No duplicate efforts, no wasted sales time.

🚀 Better Attribution – Marketing and sales teams can track exactly which efforts drive engagement and revenue.

🚀 Stronger Personalization – Messaging is tailored to the right person at the right time.

4. What Happens If You Don’t Fix Identity Resolution in ABM?

🚩 Marketing and sales stay misaligned, leading to inefficiencies.
🚩 Duplicate leads and accounts cause confusion, slowing down the sales cycle.
🚩 Ad spend gets wasted on low-value or redundant targeting.
🚩 Competitors with better identity resolution outperform you in deal conversion.

5. The Future of AI-Powered Identity Resolution in ABM

🔮 AI-driven identity resolution will refine ABM targeting in real-time.
🔮 Businesses will shift toward privacy-first, first-party data strategies for better accuracy.
🔮 Sales and marketing teams will use AI-driven insights to optimize ABM engagement.

Want to See Identity Resolution in Action?

If your ABM strategy is struggling with disconnected data, wasted ad spend, or inefficient targeting, identity resolution is the fix.

View the Identity Resolution Slide Deck to see how it works. If you’re ready to start using identity resolution the right way, you can purchase it here.