Account-Based Marketing (ABM)

Definition

A strategy where you target high-value accounts with personalized campaigns, treating major customers like the celebrities they are.

Example Usage

We're implementing ABM targeting the 20 largest enterprises in our industry with completely customized messaging.

Origin

B2B marketing strategy, formalized by Terminus and Demandbase in 2010s

Fun Fact

ABM requires 5-10x more effort than standard marketing but can generate 3x the revenue, making it the CrossFit of sales and marketing.

Source: Account-Based Marketing Standards (ABMA)

Related Terms

Beginner

win-back campaign

A targeted marketing effort attempting to re-engage customers who've stopped buying, typically through discounts and guilt-inducing subject lines like 'We miss you.' It's the commercial equivalent of texting your ex at 2am.

📣 Marketing / Advertising

Advanced

real-time bidding

Automated auction-based ad buying where impressions are sold individually in milliseconds as pages load. High-frequency trading energy applied to banner ads, because markets apparently need to operate at inhuman speeds everywhere.

📣 Marketing / Advertising

Beginner

Keyword

A word or phrase that triggers an ad to appear in search results—basically your best guess at what someone is typing when they're ready to buy.

📣 Marketing / Advertising

Advanced

Programmatic

Using robots to buy and sell ad space in milliseconds, removing the human element from advertising so brands can accidentally appear next to conspiracy theory videos at the speed of light. It's efficient, opaque, and occasionally terrifying.

📣 Marketing / Advertising

Beginner

time on site

The average duration visitors spend on a website during a session, measured from arrival to departure or timeout. It's a metric that can't distinguish between engaged reading and forgetting you left a tab open.

📣 Marketing / Advertising

Advanced

Programmatic Direct

Automated buying of premium inventory directly from publishers, skipping auction-based exchanges—like programmatic advertising but somehow both more efficient and more complicated.

📣 Marketing / Advertising

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