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2025 was a year where ABM and GTM evolved faster than ever, raising the bar for how teams connect activity to revenue. At N.Rich, we focused on keeping up in the ways that matter, with clarity, discipline, and product led execution. We also celebrated an important milestone for the company. Ten years in, with our eyes firmly on what comes next.
Thanks to the trust of our customers, partners, and team, we turned change into momentum and momentum into results. This recap reflects how that focus shaped a stronger platform and a more predictable path forward.
How product focus made 2025 a strong year for N.Rich
This year was not about chasing every opportunity. It was about prioritization and using product as the lever to drive better GTM execution.
We made intentional choices to strengthen our operating model, refine our GTM motion, and invest in product clarity.
That focus showed up directly in what we shipped. Every product update this year was designed to connect marketing and sales activity to revenue outcomes that leadership cares about.
Website Visitors Identification makes website engagement visible by showing which people and accounts are visiting your site and what content they engage with. This turns anonymous traffic into actionable sales signals and helps marketing and sales time their outreach more effectively.
The revamped Sales Velocity Dashboard gives GTM leaders a clear way to measure how ABM impacts revenue. By showing how pipeline speed, deal size, win rate, and sales cycle differ across ABM influenced deals, it makes ABM impact visible and executive ready. This helps teams move beyond activity reporting and into credible revenue conversations with leadership.
The GTM Leader Dashboard gives marketing and sales a shared operating view and a clear way to assess alignment. It helps GTM leaders quickly answer a critical question: is our ABM program working? And when it is not, it makes it easy to see why. By showing which accounts are warmed by marketing, activated by sales, and how that collaboration impacts metrics like ACV, win rate, and sales cycle length, the dashboard supports better decisions, faster pipeline movement, and more predictable growth.
Together, these updates reinforced a pattern we consistently see across ABM teams. Better alignment and better conversion outperform volume. And product is the fastest way to make that alignment real.
Industry recognition that validated our direction
This product and GTM focus was also reflected in how the market evaluated N.Rich.
During the year, N.Rich was named a Leader in the SPARK Matrix™ for Account Based Marketing Platforms, Q3 2025, recognizing our ability to deliver measurable value with a focused, execution driven platform.
We were also included in the Gartner® Magic Quadrant™ for Account Based Marketing Platforms for the third consecutive year. N.Rich was positioned as a lean, privacy-first ABM platform purpose built for midmarket teams, emphasizing fast time to value, ease of use, and regional adaptability over unnecessary complexity. The evaluation also highlighted our direction around website visitor identification and AI driven capabilities to support more efficient and scalable ABM execution.
In addition, N.Rich was included in the Frost Radar™ for Account Based Marketing Platforms 2025. The research highlighted our positioning as enterprises increasingly look for flexible and cost efficient ABM platforms, noting strengths in modular orchestration, native analytics, and a platform designed for fast time to value.
Taken together, these recognitions validated the strategy we committed to: clarity over complexity and revenue impact over surface level activity.
Our content and events drove revenue conversations this year
We focused on fewer, higher impact ways to engage the right GTM leaders and move conversations closer to revenue.
On the content side, we invested in assets built to support executive level discussions. The MixBound Playbook gave GTM teams a practical framework for combining inbound, outbound, and account based engagement. By improving sales conversion across buying committees, MixBound delivers up to 10x conversion and 10x revenue compared to cold outbound.
We also published the State of ABM Report 2025, our first industry report and a clear shift toward data led thought leadership. It gives GTM leaders evidence they can use to justify ABM investment, align teams, and build high quality pipelines.
That same focus carried into our events strategy. Rather than prioritizing volume, we leaned into experiences designed for meaningful conversations with the right audience.
Across the year, we delivered 15 in person events and 6 webinars, strengthening brand awareness, accelerating opportunities, and directly influencing revenue.
GTM Secret Dinners continued to be our highest performing format, bringing together senior leaders for focused, off the record conversations that lead to pipeline. The Stockholm dinner alone has already resulted in two closed won deals, and the format will expand to new cities in 2026. SaaSiest 2025 in Malmö further validated the importance of choosing the right communities, resulting in the second largest deal in N.Rich history.
Together, our content and events worked as one system, turning insight into conversation and conversation into pipeline.
How our team, brand and partnerships set up scale
N.Rich operates as a fully remote team across 21 countries. That global setup influences how we think about trust, buying committees, and long term GTM execution.
Internally, initiatives like Hack the Vibe encouraged teams to apply AI and automation to their own workflows, improving efficiency and focus across the organization.
In parallel, we refreshed our brand with a new visual identity and updated messaging. The new brand reflects a more global, confident, and product forward company while staying grounded in Nordic values of trust and long term thinking.
We also moved partnerships from concept to execution. By focusing on foundations, we built early momentum, strengthened relationships, and established a scalable partner pipeline. Already, 15 percent of our revenue comes through partners, with a goal of 20 percent or more in 2026.
Looking Ahead
This year strengthened the foundation across product, brand, and go-to-market execution.
The clarity we built now carries into how we operate, how we ship, and how we support GTM leaders. With a stronger platform, clearer positioning, and growing partner momentum, we are well set up for the next phase.
Thank you to our customers, partners, and team for the trust and collaboration that made this progress possible.
There is more to come in 2026, and we look forward to continuing the work with you!
Here is to the next chapter.
1:1 ABM Campaign Budget Allocation
Calculator
Determine the budget allocation for a 1:1 ABM campaign based on the account's ACV, importance, and strategic potential.
This calculator provides a flexible framework to align resources effectively with campaign goals.
Account Level
ACV Range
Budget Allocation% of ACV
Level 1
Growth Account
$50,000 - $150,000
Budget Allocation% of ACV 1%
Level 2
Strategic Account
$150,000 - $300,000
Budget Allocation% of ACV 3%
Level 3
Star Account
$300,000+
Budget Allocation% of ACV 5%
Indicate your ACV and calculated budget
Calculated Budget
$0
Budget Breakdown
Plan and allocate the budget for a 1:1 ABM campaign across different tactics and channels.
This template allows for flexibility based on specific campaign goals and account requirements.
Account Level
Budget Allocation$
Ad Spend
Direct Mail
Exclusive Events
Microsite Development
Content Creation
Creative Design
Social Media Outreach
Email Marketing
OOH Advertising
Sales Enablement
Account Workshops
Miscellaneous
Total
$0
Account Qualification Assessment
Use this questionnaire to determine whether an account is qualified for a 1:1 ABM campaign or not.
Question
Answers
Is the account’s ACV high enough to justify the investment?
Have they interacted with our website or ads?
Are decision-makers engaging with our LinkedIn content?
Are there active conversations or open opportunities with this account?
Does this account align with our growth objectives?
Is this account a marquee name that enhances brand reputation?
Will they help us break into a new market or open doors to additional accounts?
Results
Unqualified Account
An unqualified account does not meet the minimum criteria to justify a 1:1 ABM campaign. These accounts often have low ACV, minimal engagement with your brand, or weak alignment with growth objectives. While they may have some potential in the long term, they currently lack the indicators needed to prioritize significant investment. Focus on maintaining light engagement to keep the account aware of your offerings and monitor for signs of increased interest or alignment in the future.
Results
Qualified Account
A qualified account shows good potential and alignment with your goals. These accounts demonstrate moderate engagement, reasonable alignment with growth objectives, and the potential to become valuable customers. They are worth investing time and resources but require careful planning to ensure cost-efficiency. Focus on targeted and personalized strategies that address their specific needs and challenges, while keeping resource allocation in check. These accounts can be excellent contributors to your pipeline when approached strategically.
Results
Super-Qualified Account
A super-qualified account represents the ideal 1:1 ABM opportunity. These accounts have high ACV, strong engagement, and align perfectly with your strategic goals. They often hold marquee status in their industry, making them valuable not only for revenue but also for enhancing your brand’s credibility and opening doors to similar accounts. These accounts warrant a dedicated, high-touch approach, with personalized campaigns that showcase your commitment to their success. Winning these accounts can be transformative for your business, justifying significant investment and strategic focus.
