What is Account-based Marketing?

Account-based Marketing (ABM) is particularly valuable in B2B industries with longer sales cycles, complex buying processes, and a limited number of high-value accounts. By focusing resources and efforts on specific accounts, ABM aims to drive higher conversion rates, increase deal sizes, and strengthen customer relationships.

Account based marketing (ABM) is a type of growth strategy where marketing and sales work together to target key accounts that showcase significant revenue opportunities. B2B data is used to create highly personalized marketing campaigns and buyer experiences for each account.

Meaning the marketing approach is individualized, bespoke and tailored. Rather than marketing to a broad number of people or organizations who are grouped together by similar features or circumstances, ABM means you pick out a shorter list of targets and then personalise your approach to exactly suit their needs and requirements.

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