Account-Based Marketing (ABM)
A B2B strategy that concentrates resources on specific target accounts rather than broad audience marketing.
Definition
Account-based marketing treats individual companies as markets of one. Rather than generating generic leads, ABM identifies high-value accounts and creates personalized campaigns addressing their specific needs.
ABM requires tight sales-marketing alignment. Both teams collaborate on account selection, messaging development, and engagement strategies.
Why It Matters
ABM typically delivers higher ROI than traditional lead generation for enterprise B2B. Focused resources on qualified accounts reduce waste while increasing deal sizes and conversion rates.
For marketing teams, ABM metrics emphasize account engagement and pipeline influence rather than lead volume.
Examples in Practice
A SaaS company targeting Fortune 500 CFOs created customized landing pages for 50 accounts, achieving 8x higher engagement than generic campaigns. A consulting firm's ABM program generated $4M in pipeline from 20 target accounts.
ABM platforms like Demandbase and 6sense help identify in-market accounts and orchestrate personalized touchpoints.