Account-Based Marketing (ABM)
01 Definition
Account-Based Marketing (ABM) meaning: A B2B strategy that targets specific high value accounts with tailored marketing.
ABM focuses marketing and sales on a defined set of high value target accounts, treating each as a market of one with personalized outreach. Teams align closely and tailor content per account. It works best for a smaller number of large, high potential deals.
Why it matters
How Account-Based Marketing (ABM) fits the work
It concentrates effort on the accounts most likely to bring big revenue, aligning sales and marketing around the same targets instead of broad reach.
In context
A software firm built custom landing pages and direct mail for 50 named enterprise accounts its sales team wanted to win.
Practical note
ABM is resource heavy per account, so choosing the wrong targets wastes real money. It also needs tight sales and marketing coordination to pay off.