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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

Vereigen Media bets on buying-committee ABM as 56% of B2B teams name new account acquisition their top goalmarketing techMost B2B ABM programs fail at execution, not strategy. Two 2026 approaches show whymarketing techVereigen Media bets on buying-committee ABM as 56% of B2B teams shift focus to new account acquisitionmarketing techMost B2B ABM programs stall at execution, and AI-native tools are being built to fix thatmarketing techMost B2B ABM programs fail before the first campaign goes livemarketing techTurning Strategy Into Scalable Growth: Why Executive Buy-In and Smart Target Lists Define ABM Successengineering and constructionAI can launch ABM ads in minutes, but opportunity definitions still decide whether sales trusts the handoffmarketing techABM platforms are closing the last-mile gap between account signals and sales-ready contactsmarketing tech

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