What is Account Based Marketing?

Account based marketing is the B2B marketing practice of organizing engagement strategies to focus on a defined list of prospective accounts. This represents a fundamental shift in strategy – From the objective of acquiring and nurturing individual relationships to the laser focused strategy of building business relationships with select organizations. This strategy closes the typical sales and marketing divide through shifting marketing focus to better approximate how B2B Sales organizations generally operate.

A departure from parallel B2C practices where the focus is on targeting and building relationships with individuals, ABM seeks to develop business relationships with select organizations. Six key capabilities have been identified as the defining characteristics of successful Account Based Marketing programs:

  1. Account selection
  2. Insights
  3. Content
  4. Orchestration
  5. Targeted delivery
  6. Measurement

AccountBased.Marketing is a consortium of B2B marketing technology leaders focused on delivering ABM solutions around the globe. Our effort is to 1) Define, 2) Validate, and 3) Promote the practice of Account Based Marketing.


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