Account-Based Marketing
Quick definition
Account-based marketing (ABM) is a B2B strategy in which marketing and sales teams target a defined list of high-value companies, called accounts, and tailor campaigns to each account's needs, rather than trying to attract any individual lead.
How ABM differs from lead generation
Lead generation casts a wide net and qualifies individuals afterwards. ABM starts by choosing the accounts that best fit the business, then builds the audience, messaging and outreach around the people in those companies.
Typical ABM steps
- Choose target accounts, using the ideal customer profile and available data.
- Identify the buying group and its decision-makers.
- Personalize content and offers for the account or a small group of similar accounts.
- Coordinate marketing and sales outreach across channels.
- Measure account-level engagement and progress, not just individual leads.
When it suits
ABM usually fits when deals are large, several people are involved in buying, and the number of potential customers is limited. For high-volume, low-price products, broader approaches are generally more practical.
Example
A company selling cloud-security software lists 50 target accounts. For each, marketing runs ads aimed at people at that company and sales sends tailored outreach that references the account's industry. Success is judged by how many of the 50 accounts engage and enter talks.