Marketers have increasingly embraced account-based marketing (ABM), but engagement levels have stagnated. A new report from Forrester, in collaboration with Influ2, emphasizes the need to shift focus from targeting entire accounts to engaging individual buyers within those accounts. Many marketers report only moderate success in driving engagement because they lack insights into which specific individuals are showing intent and interest. The report highlights that over half of surveyed marketers feel they are only moderately effective in engaging key accounts. A significant barrier is the inadequate technology and data access that prevent them from targeting specific decision-makers. About 42% of marketers lack accurate intent data at the contact level, which is critical for delivering qualified opportunities to sales teams. Moreover, current measurement practices often fall short, relying on basic engagement metrics rather than tracking deeper impacts on business outcomes. The transition to contact-level ABM allows marketers to gather intent data from key individuals, enabling personalized engagement and better alignment with sales. This approach can lead to higher conversion rates and shorter sales cycles. The report notes that 72% of marketers believe that focusing on contact-level strategies is essential for effective ABM. Failing to recognize the unique roles of individuals within target accounts can result in lost revenue and a tarnished brand reputation. Engaging the right people is not just beneficial—it's vital for success in the evolving B2B landscape.