ABM

Definition

ABM, or Account-Based Marketing, is a strategic B2B approach where marketing and sales teams coordinate to focus efforts on a defined set of target accounts. Campaigns and messages are tailored to the unique needs and profiles of each account, rather than a broad audience, making outreach more relevant and effective. ABM emphasises relationship-building and aligns resources for high-value opportunities.

Why Use

• Improves engagement with high-value target accounts.
• Aligns marketing and sales for coordinated effort.
• Increases conversion rates from targeted campaigns.
• Helps build long-term customer relationships.
• Maximises return on marketing investment.

Core Concepts

• Target account selection and qualification methods.
• Personalised content and outreach strategies.
• Sales and marketing alignment processes.
• Account-specific measurement of success metrics.
• Use of automation and intent data tools.

Examples

Scenario 1: A software company identifies five large financial institutions as priority prospects, creates custom content for their challenges, and runs tailored workshops for key decision-makers at each.

Scenario 2: An industrial supplier works with their sales team to co-host roundtables for a short list of manufacturing firms, sending follow-up materials personalised to each firm's product needs.

Common Pitfalls

• Selecting too many target accounts, diluting impact.
• Failing to align sales and marketing teams closely.
• Using generic rather than personalised content.
• Not measuring account-specific results effectively.

See Also

Related terms include Lead Qualification, Intent Data, Personalisation, and Sales Enablement methodologies.