Account-Based Marketing (ABM)

Definition

Account-Based Marketing (ABM) is a customer-centric strategic sales approach designed to manage the acquisition, growth, and retention of customer accounts through highly personalized, relevant and timely communication and content.

ABM can be executed on a one-to-one basis, meaning highly personalized to individuals at a single account; on a one-to-few basis, meaning customized to a small group of very similar accounts; or at scale with a one-to-many approach, targeting a larger list of accounts that meet specific audience criteria.

See Also

Account group
Account management

References

1. Two Rivers Marketing, 2021.
2. Common Language in Marketing Project, 2021.