Account-based marketing (ABM) is a B2B strategy that focuses on specific organizations or accounts. It is a strategic approach to business marketing based on account awareness in which an organization considers and communicates with individual prospect or customer accounts as markets of one. ABM is typically employed in enterprise-level sales organizations and is an increasingly popular approach for B2B companies that target larger accounts.
ABM can help companies to:
- Increase account relevance
- Engage earlier and higher with deals
- Align marketing activity with account strategies
- Get the best value out of marketing
- Inspire customers with compelling content
- Identify specific contacts, at specific companies, within a specific market
ABM encourages marketing teams and sales organizations to work together, identifying target accounts, crafting customized campaigns for them, and working together to align and move individual accounts through the pipeline, both before and after lead conversion. By doing this, along with personalizing the buyer’s journey and tailoring all communications, content, and campaigns to those specific accounts, businesses can see greater ROI and a boost in customer loyalty.
