Account Based Marketing

Account based marketing (ABM) takes a strategic, focused approach to B2B sales and marketing. Rather than casting a wide net for leads, ABM concentrates sales and marketing efforts on targeted high-value accounts. The goal is to build deeper, more valuable relationships with accounts offering the greatest revenue potential.

Key elements of an effective ABM strategy include thoroughly researching and selecting priority accounts, customizing messaging and campaigns for those targets, coordinating sales and marketing pursuit efforts, and closely tracking account metrics and engagement over time. Account selection may be based on factors like size, growth, potential volume, and likelihood to expand.

When executed well, an account based approach can significantly improve win rates and sales efficiency compared to scattered lead generation efforts. Account-centric coordination also strengthens relationships for long-term growth. ABM success requires commitment, resources, and workflow alignment across sales and marketing.

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