Account-based marketing flips the traditional funnel, focusing resources on target accounts rather than broad audiences.
Account Selection
Identify ideal customer profiles and prioritize accounts most likely to become valuable customers.
Personalized Campaigns
Create tailored content and experiences for each target account or account segment.
Sales Alignment
ABM requires tight coordination between marketing and sales. Shared goals and communication are essential.
Multi-Channel Engagement
Reach accounts across channels—advertising, email, direct mail, events, and social media.
Measurement Approach
Traditional lead metrics don't apply. Measure account engagement, pipeline influence, and revenue from target accounts.
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