Account-based marketing (ABM) is a strategic approach that focuses marketing and sales resources on a defined set of target accounts and delivers personalised campaigns designed to engage each account individually. Rather than casting a wide net, ABM concentrates efforts where the highest revenue potential lies.
In practice, ABM blends data-driven targeting with tailored messaging to create high-impact touchpoints that resonate with each buying committee.
When executed well, ABM improves alignment between marketing and sales, increases pipeline velocity, and boosts ROI through efficient use of budget. It’s underpinned by technologies such as intent data platforms, CRM integrations, and AI-based audience segmentation that continuously refine which accounts deserve focus.