Account-Based Marketing is a B2B marketing methodology in which businesses regard every client as a "market of one." In ABM, all communications with key accounts are individually-focused, personalized communications.
INDUSTRY EXPERT CONTRIBUTION
"Account-Based Marketing (ABM) is the practice of business-marketing that is focused on creating target audiences comprised of sets of accounts which have been identified as having the best opportunity to grow the business. These target audiences may be limited to a single account, tens, hundreds, or even thousands of accounts. The key is to focus marketing resources exclusively on these accounts and avoid activities which do not reach or impact the target account list.
- John Dering, Senior Director of ABM Technology & Strategy, Demandbase