Account-Based Marketing (ABM)

Definition

A strategic approach to B2B marketing where sales and marketing teams collaborate to target specific high-value accounts with personalised campaigns, rather than casting a wide net.

Why It Matters

ABM is highly effective for enterprise sales where deal sizes are large and buying committees are complex. Combining ABM with outbound means every touchpoint — email, ad, LinkedIn, phone — is coordinated around a single target account.

Related Terms

Ideal Customer Profile (ICP)PipelineB2B Lead Generation

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