Modern ABM strategies: outcomes, AI, and buying groups

Shownotes

Account-based marketing is evolving fast, and traditional frameworks are no longer enough. In this episode of the OnBase podcast, Paul Gibson is joined by Declan Mulkeen, CMO at Strategic ABM, to unpack how modern ABM strategies are shifting toward outcomes, relevance, and long-term customer value.

Declan brings more than 30 years of experience across sales, marketing, and go-to-market leadership. Together, they explore why successful ABM today starts with business outcomes, not marketing models, and how AI, buying groups, and relevance are reshaping the way teams engage high-value accounts.

Best Moments

• 01:18
  Declan Mulkeen’s journey into modern ABM
• 03:52
  Why traditional ABM models no longer work
• 06:08
  Speaking the language of the C-suite with outcome-based ABM
• 08:31
  Buying groups are not new, but execution matters
• 12:53
  ABM is about people, not personas
• 16:11
  “Human first, AI fast” in modern ABM strategies
• 25:37
  Interest vs intent explained through the Volvo analogy
• 39:12
  Outcome-based ABM in action: the AVIVA case study

Why traditional ABM models are breaking down

Declan explains that customers never ask for “one-to-one” or “one-to-many” programs. Instead, they bring business problems to solve. This realization led Strategic ABM to move away from rigid frameworks and toward outcome-based playbooks that align directly to revenue, retention, and growth goals.

Key shift:

• From ABM models to business outcomes.
• From marketing metrics to C-suite language.
• From activity-based reporting to measurable commercial impact.
  

Outcome-based ABM: working backwards from revenue

Modern ABM starts by defining the outcome first and then working backwards to design the strategy. Declan shares how outcome-driven playbooks address challenges such as:

• Winning new strategic accounts.
• Cross-selling and upselling within existing customers.
• Defending accounts against competitors.
• Building long-term advocacy and lifetime value.
  

This approach resonates strongly with executives because it focuses on solving real business problems, not reporting on impressions, clicks, or campaigns.

Buying groups are not new, but execution matters

Buying groups have become a hot topic, but Declan is clear: if you were not thinking about buying groups before, you were never truly doing ABM.

He emphasizes that:

• Buying groups must be mapped deeply and accurately.
• It is not enough to identify a buying group and hand it to sales.
• Teams must understand relationships, influence, timing, and relevance for every stakeholder involved.

True ABM means knowing people by name, not just personas.

The role of AI in modern ABM strategies

AI is transforming ABM, but not by replacing human expertise. Declan advocates a “human first, AI fast” approach.

AI works best when it:

• Accelerates research, account selection, and insight generation.
• Handles 80 percent of the heavy lifting.
• Enables marketers and sellers to focus on strategy, creativity, and relevance.

However, over-reliance on AI without transparency can erode trust. The real value comes from AI-supported insights that explain the “why,” not just the “what.”

Measuring ABM success beyond traditional ROI

Declan explains why measuring ABM impact requires a more holistic view:

• Focus on outcomes like deal size, win rates, retention, and lifetime value.
• Compare ABM accounts against non-ABM control groups.
• Accept that ABM success is shared across sales, marketing, customer success, and leadership.

When everyone rows in the same direction, attribution becomes less important than business results.

Relevance is the future of ABM

Looking ahead, Declan highlights relevance as the defining principle of modern ABM. Companies must continually ask:

• Are we still relevant to our customers?
• Are we helping them win in their market?
• Are we evolving as fast as they are?

ABM succeeds when it helps customers stay competitive, not just when it generates pipeline.

Key insights from this episode

• Modern ABM is outcome-driven, not framework-driven.
• Buying groups are foundational, but execution determines success.
• AI should accelerate insight, not replace strategy.
• Lifetime value matters more than short-term wins.
• Relevance is the ultimate competitive advantage.

Quotes

“The future of ABM is relevance. If you are not relevant to your customer, nothing else matters.”

Resource Recommendations

Books

• Busting Silos by Hillary Carpio and Travis Henry
• How to Get a Meeting with Anyone by Stu Heinecke

Shout-outs

• Akriti Gupta, Director – Marketing at LinkedIn
• Hillary Caprio, VP, Growth Marketing at Snowflake

About the Guest

Declan heads up Marketing at strategicabm. After some 20 years working as a CMO in the Professional Services, SaaS and EdTech sectors, Declan is now Agency-side building the strategicabm brand and running the Agency’s successful ABM program. Declan is also the host of the leading ABM podcast, Let’s talk ABM.

Connect with Declan.