ABM (account-based marketing)

ABM (account-based marketing) is a B2B strategy that concentrates marketing and sales effort on a defined list of named target accounts, treating each account as a market of one. Programmes are measured on engagement and pipeline within that list rather than on lead volume.

Why it matters

When a company's revenue comes from a knowable set of accounts, broad demand generation wastes most of its budget on companies that could never buy. ABM aligns spend with the accounts that matter. The challenge is always the same: turning account 'engagement' into actual conversations.