Account-based marketing

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.

Abbreviation: ABM

Related content:

Related resources: