Remember that moment on a Zoom call when someone says, “We’re evaluating a few HR tech platforms right now,” and suddenly everyone wants to pitch them? That’s the reality of 2025. HR decision-makers are flooded with outreach. Everyone’s talking, but few are connecting. That’s where Targeted HRTech Marketing makes all the difference. It’s not about sending more messages—it’s about sending the right message to the right people. As CHROs, HR Ops leaders, and TA heads juggle more responsibilities than ever, Account-Based Marketing (ABM) gives you a way to show up with relevance, not just presence.
ABM for HR solutions equates to reaching high-value decision-makers with personalized messaging that resonates directly with their top-of-mind priorities. And in 2025, this is not just a great idea, it’s how you remain relevant.
Get to Know Your Audience: CHROs, HR Ops, and Talent Leaders
Your buyer is your first step in ABM, and in HR tech, your buyer is changing rapidly. CHROs are no longer simply people leaders; they’re driving company culture, leading digital transformation, and serving on executive boards.
HR Operations leaders are handling it all from integrations to data privacy, and also being the efficiency go-to people. Talent Acquisition leaders are creating pipelines, launching skills-based hiring models, and leveraging AI to reimagine sourcing.
The catch? These leaders simply have no time for blanket content. They require relevance. They demand proof. And they insist you talk their language. That’s the beauty of ABM: it empowers you to show up smart and with intention.
Why ABM Works So Well in HR Tech Right Now
Let’s cut to the chase: ABM works because it’s all about quality, not quantity. Rather than casting a wide net to thousands, you target the top 50–100 accounts that drive the needle. And when you’re after high-impact job functions such as CHROs or VPs of People, it just makes sense to go deep and not wide.
2025 Trends Making ABM a Must-Have Strategy
Account-Based Marketing (ABM) has evolved from a trendy term to a corporate necessity in 2025. The main trends of ABM are discussed in this article, along with the reasons why top companies are giving it top priority in order to increase ROI.
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Intent Data is Your New Best Friend
With Bombora and G2, you can now view which companies are exploring HR tech. That is, you don’t have to wonder who’s interested; you already do.
“You no longer wait for HR leaders to come to you; you meet them mid-journey.” Jon Miller, CMO at Demandbase
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AI Takes Personalization to the Next Level
With tools such as 6sense and Terminus, you can now utilize AI to develop content in real time based on who’s coming to your website, what they’re looking at, and where they are in the buying process. No longer generic nurture emails. Now your content changes in real time.
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ABM Is Becoming ABX
ABX (Account-Based Experience) combines marketing, sales, and even customer success into one cohesive experience. Think of it as ABM 2.0.
In reality, targeted HRTech marketing implies you’re not only creating leads, you’re crafting an experience that CHROs will want to be a part of. From webinars to VIP briefings, you’re forging relationships prior to the initial call.
Building a Winning ABM Strategy for HR Tech
You don’t have to have a large team in order to begin with ABM, you must have a concentrated one. Here’s a five-step playbook that will get you up and running:
Step 1: Identify the Right Accounts
Use firmographic information (industry, size, HR tech stack) to create your dream account list. Focus on those who are already investigating HR transformation or growing their HR teams.
Step 2: Create Rich Buyer Personas
Don’t treat all HR leaders the same. Create content for:
- CHROs who are concerned with culture, DEI, and workforce planning.
- HR Ops leaders who care about integrations, automation, and compliance.
- Talent leaders who are looking for agile hiring platforms or skills-first sourcing tools.
Step 3: Develop Content That Aligns With Their Journey
Segment content by funnel stage:
Top of funnel: HR tech trends reports, analyst commentary, thought leadership
Middle: Comparison guides, webinars, peer interviews
Bottom: Case studies, ROI calculators, customized demos
Step 4: Turn On Your Campaigns
Run campaigns using platforms such as Demandbase, HubSpot, or even LinkedIn Sales Navigator. Sync your CRM, sales outreach, and marketing assets so everyone’s on the same page.
Step 5: Track, Learn, and Evolve
Don’t set and forget. Keep track of account engagement, click-throughs, and content performance. Refine your strategy based on actual data, not intuition.
Real-World Example: Beamery’s ABM Playbook
Talent lifecycle platform Beamery launched an ABM campaign aimed at global HR leaders. They utilized personalized landing pages, custom content, and 1:1 executive briefings addressed to each account.
Here’s what they did:
- 42% increase in qualified pipeline
- 35% improvement in meeting-to-conversion rate
- 18% reduction in sales cycle time
That’s the kind of impact ABM delivers when done right.
What the Future Looks Like for ABM in HR Tech
We’re moving into a market where buyers expect personalization, proof, and partnership. Forrester estimates that by 2026, 70% of B2B companies will incorporate ABM as their go-to GTM model. Meanwhile, Gartner predicts HR technology spending will increase 10.5% in 2025, fueled by innovation in AI, EX platforms, and hybrid work enablement.
In 2025, ABM for HR solutions is not just about reaching HR buyers, it’s about resonating with them. Targeted HRTech marketing is about crafting a journey that CHROs, HR Ops leaders, and talent execs want to be part of. It’s strategic. And when done right, it drives serious growth. The HR tech landscape is racing ahead. But with ABM in your arsenal, you’re not only keeping pace, you’re getting ahead.
FAQs
- What is Account-Based Marketing (ABM), and why is it important for HR tech companies?
ABM is a strategy that targets specific high-value accounts with personalized campaigns. For HR tech companies, it helps engage CHROs, HR Ops, and talent leaders with relevant messaging, making outreach more efficient and results-driven in a competitive market.
- How does ABM increase ROI for HR tech vendors?
ABM boosts ROI by focusing resources on accounts that are most likely to convert. Instead of casting a wide net, HR tech vendors can deliver customized experiences to decision-makers, reducing wasted spend and increasing the likelihood of closing deals faster.
- What platforms are best for ABM in HR tech marketing?
Leading ABM tools include 6sense, Demandbase, HubSpot, and Terminus. These platforms help identify target accounts, personalize outreach, and measure performance, ideal for selling to complex HR buying groups.
- Why is ABM trending in the HR tech and healthtech space?
With AI adoption and skills-first hiring on the rise, decision-makers expect relevance. Targeted HRTech marketing delivers personalized engagement across long sales cycles, making it perfect for HR and healthtech sectors where buying decisions involve multiple stakeholders.
- How can HR tech companies build a strong ABM strategy in 2025?
Start with a clear ideal customer profile (ICP), use intent data to find active buyers, and create tailored content for each stage. Align sales and marketing teams, and track performance using ABM dashboards to refine outreach over time.
HR tech is evolving fast, are you keeping up? Read more at HR Technology Insights
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