What is account-based marketing?
Definition of account-based marketing:
Account-based marketing (ABM) is an alternative strategic approach to business-to-business (B2B) marketing. After clearly defining a set of target accounts which are deeply researched, the marketing department then employs personalised campaigns that are designed to resonate with the accounts. ABM is typically characterised by deeper collaboration between sales and marketing.
- Beware fake ABM: What is - and isn't - account-based marketing?
- How to align your sales and marketing teams for account-based marketing success
- Measuring account-based marketing success: Beyond traditional metrics