Account-Based Marketing
Account-Based Marketing (ABM) is a go-to-market strategy that treats individual target accounts as markets of one. Marketing and sales agree on a list of high-value companies, then run coordinated, personalized campaigns and outreach to win and grow those specific accounts rather than chasing broad lead volume.
ABM flips the traditional funnel: instead of generating many leads and filtering down, teams start from a defined account list built on the Ideal Customer Profile and orchestrate ads, content, and sales touches across the full buying committee. It is most common in B2B with large deal sizes and long sales cycles.
A common pitfall is launching ABM without tight marketing-and-sales alignment, which leaves campaigns and outreach disconnected. Success usually depends on shared account lists, agreed engagement signals, and joint follow-up rather than tooling alone.
Last updated: 14 June 2026