Marketing Tech · Glossary
Account-Based Marketing (ABM)
A B2B strategy that targets a defined set of high-value accounts with coordinated, personalized marketing and sales, treating each account as a market of one.
ABM inverts the traditional lead funnel: rather than attracting many leads and filtering down, teams pick the accounts worth winning and align marketing and sales around reaching the buying group inside each one.
In practice
In the marketing-tech industry, Account-Based Marketing (ABM) is typically managed by cross-functional teams that include marketing strategists, sales representatives, and customer success managers. These teams identify high-value accounts and develop tailored campaigns to engage them, driving decisions around resource allocation and content creation. ABM is crucial commercially as it improves lead conversion rates and maximizes ROI by fostering deeper relationships, ultimately leading to increased revenue from key accounts.
Where Account-Based Marketing (ABM) shows up on MarketScale
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