Email Marketing Glossary

Account-based marketing (ABM) is a form of B2B marketing strategy that guides concentrated efforts on valuable target accounts via personalized campaigns.

ABM’s approach takes itself away from the broad landscape that traditional marketing normally operates toward focusing on a specific company type that will match that profile against the ideal customer profile. This subsequently leads to higher engagement and better messaging fit with the customer, higher conversion rate, and significantly much better ROI. ABM is very effective for companies having long sales cycles and complicated purchase processes, as it improves the quality of leads and accelerates the closure of deals.