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What is Account Based Marketing (ABM)?
Account-based marketing (ABM) is a marketing strategy that targets specific high-value accounts, rather than targeting a large group of prospects. The goal of ABM is to create a personalized and customized experience for each account, tailored to their specific needs and interests.
ABM involves identifying the key decision-makers within the targeted accounts, creating personalized content and messaging that speaks to their pain points and objectives, and using a range of marketing tactics (such as email, social media, advertising, and events) to engage with them.
The key benefits of ABM include increased engagement and conversion rates, higher customer lifetime value, and better alignment between sales, marketing, and customer success teams.
For years, ABM has been used successfully by enterprise-level organizations. Now due to cost efficiencies and resources like ABMSherpa, companies from $10M to $100M can use ABM to close more deals more efficiently.