← Back to Glossary
Account-Based Marketing (ABM)
A targeted growth strategy where Marketing and Sales collaborate to create personalized buying experiences for a mutually-identified set of high-value accounts.
ABM flips the traditional demand-generation funnel. Instead of casting a wide net, teams identify their best-fit accounts first, then run highly tailored campaigns to those specific companies.
Key elements include account selection using ICP criteria, personalised content and outreach per account, and tight coordination between marketing spend and sales activity.