Account-based marketing (ABM) is a B2B marketing strategy that focuses on targeting specific accounts or companies, rather than targeting individuals within those companies.
ABM involves identifying a set of high-value accounts and tailoring marketing efforts to meet the specific needs and interests of those accounts. This can involve creating personalized content, developing customized marketing campaigns, and leveraging account-specific data to create a more targeted and relevant marketing experience for each account.
The goal of ABM is to build stronger, more meaningful relationships with key accounts and ultimately drive revenue growth through increased customer acquisition and retention. ABM can be particularly effective for businesses that sell to large organizations with complex decision-making structures, as it allows marketers to focus their efforts on the key decision-makers within each account and tailor their messaging accordingly.
ABM typically involves close collaboration between marketing and sales teams, as the two functions work together to identify target accounts, develop account-specific strategies, and measure the success of their efforts.