Account-Based Marketing
A B2B strategy that focuses marketing resources on a set of target accounts using personalized campaigns.
Definition
Account-Based Marketing (ABM) flips traditional marketing by treating individual accounts as markets of one. Instead of casting a wide net, ABM identifies high-value target accounts and creates personalized campaigns specifically for their needs and stakeholders.
ABM requires tight sales-marketing alignment since both teams must agree on target accounts and coordinate outreach. Technology enables personalization at scale through account-level advertising, customized content, and intent data.
Why It Matters
ABM delivers higher ROI than traditional marketing for B2B companies with complex sales cycles. By focusing resources on accounts most likely to close, waste is minimized and deal sizes typically increase.
Enterprise buyers expect personalization. Generic campaigns get ignored while account-specific messaging that addresses their unique challenges breaks through the noise.
Examples in Practice
A cybersecurity vendor identifies 50 target enterprises, creates custom landing pages for each, and runs LinkedIn ads only to employees at those companies—generating 40% more pipeline than broad campaigns.
An ABM program at a consulting firm includes personalized direct mail, executive dinners, and custom research reports for their top 20 target accounts.