Account-Based Marketing (ABM)
Account-based marketing is a strategic approach that concentrates sales and marketing resources on a defined set of target accounts, using personalized campaigns designed to resonate with each account.
Quick Definition
Account-based marketing is a strategic approach that concentrates sales and marketing resources on a defined set of target accounts, using personalized campaigns designed to resonate with each account.
Understanding Account-Based Marketing (ABM)
ABM inverts the traditional marketing funnel by starting with target accounts rather than casting a wide net. Marketing and sales teams collaborate to create tailored content, messaging, and experiences for each target account. In manufacturing and industrial sales, ABM is particularly effective because of long sales cycles and high deal values. Success requires deep account research, personalized content, and coordinated multi-channel outreach across the buying committee.
