ABM (Account-Based Marketing )

Account-Based Marketing (ABM) is a marketing strategy that focuses on identifying, prioritizing, and targeting specific accounts or companies rather than trying to reach a broader audience. It is based on the idea that not all accounts hold the same value for a company, and therefore, marketing strategies should be customized to cater to the specific needs and desires of each key account.

ABM is a strategy primarily used in the B2B (business-to-business) context, where business relationships and sales often involve key accounts or high-value prospects. Unlike traditional marketing strategies that aim to attract a general audience, ABM centers around a more personalized approach, treating each account as its own market.

The ABM process is divided into several steps:

1. Identification of Key Accounts: The first step involves identifying accounts or companies with high conversion potential or high value for the company. This can be based on criteria such as company size, industry, purchasing history, or affinity with the company's products or services.


2. Detailed Account Profiling: Once key accounts are identified, detailed profiles are created for each one. These profiles include information about relevant contacts within the account, specific challenges they face, their business goals, and any other information relevant to the marketing strategy.


3. Development of Customized Strategies:With account profiles in hand, customized marketing strategies are developed for each one. This involves creating content and messages tailored to the specific needs and desires of each account. These messages can be delivered through various channels such as email, targeted advertising, events, or content marketing.


4. Execution and Tracking:Once the strategy is developed, it is executed. Tracking is a crucial part of this phase as it allows for adjustments to the strategy as results are obtained and additional information is collected about the account's behavior.


5. Measurement and Optimization:Finally, results are measured, and the strategy is optimized based on the data collected. This involves evaluating the return on investment (ROI), the effectiveness of messages and tactics used, and making adjustments as necessary.

Account-Based Marketing has become especially relevant in the digital environment, where tools and technology enable more effective segmentation and personalization. It allows companies to focus on the most promising customers and prospects, increasing the likelihood of closing high-value deals and maintaining strong long-term business relationships.

In summary, ABM is a marketing strategy that focuses on personalization and segmentation, targeting specific accounts or companies rather than a general audience. It helps companies maximize the value of their business relationships, attract high-value customers, and maintain effective communication with key accounts. This strategy has become an essential tool in B2B marketing, where business relationships play a fundamental role in a company's success.

The Marketing Glossary is a compendium of all the most commonly used terminology in sales strategy. Many of the concepts listed here are used when implementing a CRM system or a digital sales funnel, no matter if they are legacy systems or an online CRM. See also our blog that deals with sales techniques, marketing and sales culture.