account-based marketing

Definition

A targeted B2B strategy that treats individual high-value accounts as markets of one, essentially putting all your eggs in a few carefully selected baskets. It's the sniper rifle approach versus the shotgun spray of traditional marketing.

Example Usage

Our account-based marketing campaign landed three Fortune 500 clients by creating personalized content for each C-suite executive.

Origin

Coined by ITSMA (Information Technology Services Marketing Association) in 2004 as a formalized approach to enterprise sales.

Fun Fact

ABM flips the traditional sales funnel upside down by starting with specific target accounts rather than casting a wide net and filtering down.

Source: B2B marketing strategy frameworks

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converting

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waterfall strategy

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