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Account-based marketing for Microsoft partners: how B2B buying has changed and what to do next

Monday, November 3, 2025
Reading time: 3 minutes

If you run marketing or lead your business as a Microsoft partner, you probably feel that selling in the B2B space is no longer that straightforward. Buyers do their own research, involve more people in decisions, and expect suppliers to understand them long before they even speak to sales.

In this blog I’ll share what has changed in B2B buying, why it affects how you sell, and how even a small business can start working more account-focused to see real ROI. And yes, AI plays a role in that too.

B2B buying has become complex

Modern B2B buying is messy. The average buying decision involves at least six stakeholders. Each of them brings different priorities, and they don’t move in a neat, linear process. They read, compare, validate, and only engage when they are close to a decision.

At the same time, digital channels make it easier for buyers to stay invisible. They prefer to explore on their own, gather information online, and consult peers. That means your brand needs to show up early, consistently, and with relevance, even before you are invited to the conversation.

Why this changes how Microsoft partners sell

Many Microsoft partners still rely on broad marketing campaigns, generic newsletters, or a “hope-based” approach to lead generation. But with buyers behaving differently, those tactics deliver less and less.

What works better now is focus. Not more leads, but better-fit leads. Not more messages, but more relevance. This is where account-based marketing (ABM) comes in.

ABM is about identifying which accounts really matter to your business, understanding who the key people are, and aligning your marketing and sales efforts around those accounts. For a smaller company, that might mean focusing on five or ten target customers at a time. You don’t need a big tech stack or a large marketing team, just clarity and consistency.

Focus creates impact

When you shift from broad marketing to targeted marketing, you immediately spend your energy more effectively. Instead of chasing unknown leads, you build stronger relationships with the accounts that can actually grow your business.

Start small. Pick a handful of target accounts that fit your ideal profile, then explore who is involved in decision-making. What challenges are they facing? What would make them change supplier? Once you know that, you can create content and outreach that speaks directly to them.

This approach helps your sales and marketing teams (or, in smaller companies, you and your team) to stay aligned. You focus on the same accounts, use the same insights, and share one view of progress. It’s measurable, repeatable and more satisfying to work on.

How AI supports account-based marketing

AI is not just for big companies. Small Microsoft partners can use AI in practical ways today. Think of AI as a smart assistant that helps you prioritise accounts, analyse website or LinkedIn activity, or even personalise messages.

For example, AI tools can summarise what a prospect’s company is talking about, detect patterns in who visits your website, or suggest the next best contact to approach. Used well, this saves time and sharpens your focus. It does not replace the human side of marketing and selling, but it helps you act faster and with more insight.

The return on focus

Working in a targeted way pays off. You’ll waste less time on unqualified leads, your sales cycles shorten, and your win rates go up. Even more important, your customers notice the difference. When your communication shows that you understand their world, they trust you more.

Account-based marketing doesn’t have to be complicated. It’s a mindset: focus on the right accounts, build relationships, and use data and AI to guide your next move.

Join the Companial ABM masterclass on 20 November

If this sounds like the direction you want to take, join the Companial Account-based Marketing Masterclass for Microsoft Partners on 20 November. We’ll look at how B2B buying has changed in detail, how to identify and approach the right accounts, and how AI can make your marketing smarter without adding complexity.

You’ll leave with practical steps you can apply the next day.

Sign up

Guest author:

Ingrid Archer, co-founder of SPOTONVISION and the B2B Marketing Forum

Ingrid has more than 25 years of experience helping B2B organizations drive growth through smarter marketing. Ingrid is a certified account-based marketing expert with a strong background in buyer insight, lead generation and demand generation.

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