Today’s B2B purchasing behavior is rapidly evolving and so must the marketing strategies we use. Traditional strategies such as Account-Based Marketing (ABM) have driven measurable success for years, but companies are now seeking for even more precise ways to engage decision-makers. That’s where Person-Based Marketing (PBM) comes in.

This article breaks down both approaches with clarity, supported by current research and industry benchmarks. It demonstrates why modern B2B teams achieve stronger results by uniting ABM and PBM and how Hey Sid serves as the leading partner to operationalize this combined strategy effectively.

What Is Account-Based Marketing (ABM)? 

Account-Based Marketing (ABM) is a structured B2B strategy where companies focus marketing and sales resources on a selected list of high-value accounts rather than a broad audience. Instead of casting a wide net, ABM treats each target account as its own mini market. 

Key Research & Market Data on ABM

• The global ABM market was valued at an estimated USD 1.41 billion in 2024 and is expected to nearly triple by 2030, growing at about 17.9% CAGR  showing strong ongoing investment in data-driven B2B marketing strategies. 

• In 2023, ABM reached over USD 1.07 billion in market size with 91% of B2B technology marketers using intent data to prioritize accounts, and 93% agreeing that sales and marketing alignment is vital for success. 

Why ABM Works

ABM works because:

• It aligns marketing and sales around a focused set of accounts

• It uses data and insights to tailor campaigns

• It drives deep engagement with decision-makers within those accounts

• It boosts ROI compared to broad-based marketing approaches

According to industry surveys, the majority of B2B teams see higher ROI and better long-term relationship building when using ABM versus traditional methods.

The Limits of Traditional ABM

While ABM delivers strong results, it has some limitations in today’s increasingly complex buying environments:

1. One-Champion Bias

Many ABM programs focus engagement on a single internal contact within an account assuming that person will champion your solution internally. This often leaves other stakeholders under-engaged, even though B2B decisions typically involve 6–10 people.

2. Generic Messaging at the Account Level

ABM often personalizes at the account level, which can still feel generic to individual buyers inside those accounts. Each stakeholder, the CFO, CTO, or operations lead has unique priorities that require tailored communication. This gap has driven interest in more individualized approaches.

What is Person-Based Marketing (PBM)?

Person-Based Marketing (PBM) shifts the focus from targeting an entire account to engage the specific individual people within it. The approach centers on identifying real stakeholders, understanding their roles, priorities, and motivations, and tailoring outreach to each person’s needs. 

Instead of asking, “How do we target Company X?” PBM reframes the question to: “Who within Company X is involved in the buying decision, and what matters most to each of them?”

This subtle shift from accounts to people is increasingly important in modern B2B buying behavior.

ABM vs PBM: Comparison

How Modern B2B Buyer Behavior Has Changed

Modern B2B buyers are self-directed and digitally savvy. They often:

• Conduct independent research online long before contacting sales

• Want content that speaks to their specific challenges

• Have diverse priorities depending on their role and function

Person‑Based Marketing (PBM) aligns with this shift by delivering personalized, role‑specific experiences that resonate with each stakeholder.

Why PBM Drives Stronger Business Outcomes

Industry insights, including those highlighted in Contact Level’s PBM discussion, show that PBM can lead to:

• Faster deal velocity

• Higher conversion and close rates

• Larger deal sizes

These outcomes are consistent with academic findings. A Journal of Marketing study by Homburg, Wieseke, and Bornemann (2009) shows that addressing the specific needs of individual stakeholders improves decision‑making speed and purchase outcomes, aligning closely with PBM’s role‑based personalization approach

How ABM and PBM Fit Together

The most successful B2B organizations in 2026 don’t choose one strategy over the other, they combine them.

• ABM identifies which companies matter most

• PBM identifies which people inside those companies matter most

Together, they guide both strategic targeting and deep, personalized engagement. This blended approach ensures you are not just reaching companies, but meaningfully engaging the actual people who make and influence buying decisions.

Why Hey Sid Is Your #1 Partner for ABM + PBM

In a landscape where both ABM and PBM are essential, Hey Sid stands out as the partner built for modern, growing B2B businesses.

1. Strategy‑First Approach

Most B2B businesses don’t struggle because Account‑Based Marketing “doesn’t work.” They struggle because traditional ABM stops at the account level, even though real buying decisions are made by multiple people inside those accounts.

When marketing focuses only on companies, critical stakeholders are missed and deals slow down. Hey Sid solves this by aligning account strategy with the people who actually influence the purchase.

2. Data‑Driven Personalization: That Bridges the Gap

Hey Sid uses first‑party data and real engagement signals to personalize outreach down to the individual level. This bridges the gap between account‑level strategy and people‑level execution. Built for sales‑led B2B businesses with long, multi‑stakeholder buying cycles, Hey Sid helps businesses:

• Focus on the right accounts

• Identify the right decision‑makers

• Stay visible throughout the entire buying journey

This is where Account‑Based Marketing meets Person‑Based Marketing  in practice, not theory.

3. ABM Focus with PBM Precision

Hey Sid brings together the strengths of both approaches:

• ABM defines where to focus

• PBM defines how to influence decisions

By combining first‑party data, curated account lists, and real engagement signals, Hey Sid enables precise, role‑based targeting, without adding complexity or requiring new tools.

4. Built for Growing B2B Businesses

Hey Sid’s tools and best‑practice frameworks are designed for businesses at every stage, especially founders, early‑stage companies, and small B2B organizations that need clarity, structure, and impact from day one.

Final Thought: The Future of B2B Marketing

B2B marketing has clearly evolved:

1. Mass marketing — broadcast to everyone

2. Account-Based Marketing — precision at the company level

3. Person-Based Marketing — precision at the individual level

In 2026, the highest-performing companies will be those that combine strategic ABM planning with granular PBM execution. They will not just identify accounts, they will understand and influence the people in those accounts who drive decisions.

And whether you're just starting or expanding your B2B strategy, Hey Sid equips you to succeed with both ABM and PBM from day one.

ABM Identifies the Accounts. PBM Wins the Deal.

Hey Sid is the platform that connects both helping you influence every stakeholder that matters. Book a demo to see how Hey Sid drives revenue‑ready engagement.