What Is Account-Based Marketing?

ABM is a new strategy for business-to-business sales that is aimed at a specific set of target accounts. These accounts are companies, or sometimes departments inside very large companies, that buy your product or service.

The strategy also forces marketing and sales into close alignment so that messaging and outreach engage all the individuals in the target account. When used correctly, ABM can significantly increase focus and efficiency of marketing and sales pipelines to close more deals faster.