Account-based marketing (ABM) is a focused B2B marketing approach where a company identifies a small set of high-value target accounts and creates personalized campaigns specifically for them instead of marketing broadly to everyone.

Sales and marketing teams work together to understand each target company’s business, decision-makers, challenges, and goals, then tailor messaging, content, outreach, and experiences to increase the chances of winning that account.

ABM is commonly used by SaaS, enterprise tech, consulting, and high-ticket service companies where a single client can generate significant long-term revenue.

How to build a modern ABM engine

A very tactical guide to ABM in 90 days