Liaison adopts account‑based marketing for 1,200 campuses

Enrollment and admissions technology company Liaison, which serves more than 40,000 higher‑education programs across over 1,200 campuses, has restructured its outreach strategy. Working with ZoomInfo, Liaison moved from one‑to‑one contact outreach to an account‑based marketing (ABM) model that targets entire institutions, engaging multiple decision‑makers such as admissions offices and program leaders. The change aims to shorten sales cycles, increase conversion rates, and improve the overall enrollment experience.

The shift mirrors a broader industry movement that emphasizes ABM as a strategic, data‑driven approach rather than a volume‑focused tactic. Experts advise that effective ABM starts with strategic account selection, aligns sales and marketing around shared goals, delivers deep personalization based on buyer intent and stage, and leverages technology platforms—including CRM, intent data, AI, and marketing automation—to drive better decisions and outcomes.