It’s no secret that the past 18 months have been tough for many businesses. With tighter budgets, economic uncertainty, and pressure to deliver ROI, the temptation is to lean harder into metrics and automation. Numbers dominate conversations because they’re tangible in a time when results are under scrutiny.
But here’s the paradox: when the numbers aren’t looking great, it’s even more critical to focus on relationships. Strong client relationships aren’t just about closing deals — they create resilience. Clients are more likely to stick with partners they trust when times are tough.
Relationships unlock opportunities that metrics alone can’t reveal. By doubling down on empathy, listening, and human connection, we aren’t abandoning data — we’re enhancing its effectiveness. This approach gives us the agility and depth to not just meet short-term targets, but build long-term, sustainable success.
This article explains why, in tough economic times, relationships matter even more and how focusing on them can create longer-term resilience, despite the immediate pressure on metrics.
Why Relationships Matter More Than Metrics in ABM (Even When It’s Tough)
In ABM, some truths are clear: relationships, collaboration, and trust drive success. Yet over the past few years, especially with the rise of martech, we’ve seen a shift. Martech — through intent data, automation, and predictive analytics — has added tremendous value, but in many ways, it’s also contributed to a loss of focus on the human connection that makes ABM truly effective.
With the pressures of tighter budgets and increased ROI scrutiny, it’s become easy to lean on metrics and dashboards. The real question we need to ask: are we still valuing the relationships that underpin the long-term success of ABM?
The irony is that when the numbers don’t look great, we should lean into relationships even more. Strong relationships build resilience. Clients are more likely to stick with you through uncertain times if there’s genuine trust and connection. So, while the instinct may be to double down on metrics, it’s now more crucial than ever to put relationships back at the centre of ABM.
Reframe Martech: A Tool for Empathy, Not Efficiency
Martech should be a tool that enhances human understanding, not one that replaces it. Intent data can help us see what clients are thinking, but it’s how we use that insight to create meaningful conversations that matters. Instead of relying on martech to shortcut engagement, we need to leverage it to enhance empathy.
Clients don’t want more automated touchpoints—they want partners who understand their business challenges deeply and can offer thoughtful solutions. Use martech as a tool to listen better, to open up more relevant discussions, and to ask the right questions.
The data should inform your approach, but the engagement must still be rooted in human connection. It’s not about throwing more technology at the problem—it’s about using technology to make every human interaction more impactful.
Build Agile, Cross-Functional Teams
Collaboration between sales and marketing is critical, but it’s time to take that further. True agility comes from bringing diverse perspectives into ABM—from product, customer success, and other key functions. Cross-functional teams foster innovation by combining insights from all sides, allowing for more responsive and adaptive strategies.
This shift towards cross-functional, agile teams moves away from the siloed approaches of the past. When teams work together dynamically, they can react to client needs in real time, with each team member bringing something unique to the table. This not only improves engagement but can help organizations discover new areas for growth.
Measure What Really Counts: The Health of Relationships
It’s natural to be drawn to metrics that give a quick snapshot—MQLs, click-through rates, downloads. But in ABM, these metrics only tell part of the story. What matters more is the depth and quality of the client relationship. Are you trusted? Are your clients becoming advocates?
By focusing on metrics like “relationship health” and “engagement sentiment,” you get a better sense of your true progress. These softer metrics might be harder to quantify, but they provide a clearer picture of long-term value. It’s not just about the number of touchpoints — it’s about how meaningful those touchpoints are in driving trust and partnership.
Why Now is the Time to Focus on Relationships
It’s understandable that, given the tough economic conditions of the past 18 months, the pressure to deliver immediate ROI is intense. Budgets are tighter, and scrutiny is higher. But this is precisely the reason to lean into relationships. When times are hard, clients want to know they can rely on partners who are committed to their long-term success, not just the next quarterly target.
Relationships aren’t just an add-on to ABM—they are the foundation. Investing in relationships now will not only help with retention and resilience, but it will also create new opportunities. The clients who trust you today will be the ones who open the door to future growth tomorrow.
The Future of ABM: Relationships First
As we move forward, the future of ABM isn’t about choosing between martech and relationships—it’s about finding the right balance. Martech will continue to play a critical role in providing data-driven insights, but it must support, not replace, human engagement. I know this sounds obvious, but believe me, it’s not happening enough.
By returning to the fundamentals of relationship-building while using martech to
generate deeper insights, we can create an ABM model that drives long-term
success. Those who thrive in tough times will be the ones who double down on
relationships, supported by technology, and grounded in trust.
Author: Oli Marshall is Director of Strategy and Studio at Seeblue. He has over
15 years’ experience defining winning strategies for Enterprise clients, with
ABM a core specialism and passion.
Seeblue are an award-winning ABM agency & Propolis member, B2B
Marketing’s global expert community. If you have any questions, or want to
delve deeper into anything discussed here, say [email protected].
