What is Account-Based Marketing (ABM)?
A B2B marketing strategy that focuses on targeted accounts rather than broad-based lead generation.
Definition
ABM flips the traditional marketing funnel. Instead of casting a wide net and qualifying leads down to accounts, ABM starts with a defined list of target accounts and directs personalized marketing and sales efforts at those specific companies. It requires tight alignment between sales and marketing teams, shared account lists, and coordinated multi-channel outreach.
Why It Matters
For companies selling high-value deals to enterprise buyers, ABM is more efficient than inbound lead gen. It concentrates budget on accounts that match your ideal customer profile, which typically produces higher win rates and larger deal sizes. Research consistently shows ABM programs outperform traditional demand gen for enterprise sales motions.
Example
Your marketing team identifies 200 target accounts based on firmographic fit and intent signals. They run LinkedIn ads, direct mail, and personalized email campaigns specifically to contacts at those 200 companies, while sales runs outbound cadences to the same list.