Account-based marketing (ABM)
Account-based marketing (ABM)
Account-based marketing focuses coordinated marketing and sales activity on selected business accounts and the people involved in their buying decisions.
How it works.
A programme may combine account selection, relevant messaging, content, landing experiences and sales enablement. The material should help the buying group understand and evaluate an offer in its own context.
What to watch for.
A list of company names is not an account strategy. Selection needs a reason, outreach needs relevance and sales needs a defined follow-up. Account engagement also does not by itself establish an active buying opportunity.
Put the definition to work.
Start with the account characteristics and problem that make the offer relevant. Connect campaign signals with actual conversations before drawing conclusions about pipeline.