What Is Account-Based Marketing? The Ultimate ABM Guide
Search Customer Experience, Thursday, July 27,2023
Companies increasingly use ABM to target high-value accounts and boost sales revenue. Here's the lowdown on the key terms and technologies, plus expert advice on getting started.
Account-based marketing, or ABM, is a strategy that aims to identify high-value accounts and engage their buying teams with marketing content and personal communications tailored to their needs. The goal is to increase sales revenue quickly and efficiently.
ABM stands in contrast to demand generation, an older approach that's geared to collecting sales leads by using broad methods such as advertising and marketing automation to foster interest in products and services. Fundamentally, ABM is about bringing marketing methods and personnel into the sales process. It requires marketing and sales teams to collaborate on identifying key accounts, understanding their needs and challenges, and building closer relationships through custom content and personal interaction.