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Account-based marketing (ABM)

Account-based marketing (ABM) is a highly targeted marketing strategy, focused on a set of specific, high-value accounts rather than a broader segment or vertical. In ABM, individual accounts, typically large enterprises with significant revenue potential or strategic importance, are considered a ‘market of one’ and receive highly personalized campaigns to address their specific pain points and strategic objectives. Account-based marketing often requires a high level of collaboration with the sales teams responsible for covering these accounts to create cohesive strategies that provide the best opportunity for conversion.

Related terms

Customer journey

Growth pathways

Sales enablement

Targeting

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