Account-based marketing (ABM)
What is account-based marketing?
Account-based marketing (ABM) is a B2B approach in which marketing and sales pick specific target companies (accounts) and run personalised campaigns for each, reaching several people inside each account.
It reverses the usual funnel: instead of attracting many leads and filtering them, you start with the accounts you want and work to engage them.
Why account-based marketing matters
When a few large customers matter a lot, focusing effort on them is more efficient than broad campaigns. It works best with a sharp ideal customer profile and good account research.
Related marketing terms
B2B lead generation is finding businesses that could buy your product and the right people inside them to contact, for longer, larger sales.
An ideal customer profile, ICP, describes the kind of company or person that gets the most value from your product and is best to sell to.
Intent data is a signal that a person or company is researching a purchase now, such as searching a topic or asking for recommendations.
Outbound sales is when sellers find and contact prospects first, by email, phone or social messages, instead of waiting for inbound leads.