Account-based Marketing

Account-based marketing is a strategy in which sales and marketing teams work together to focus on high-value accounts. Working together, they identify a list of target accounts and create a marketing campaign tailored to target and win these critical accounts. With ABM, the focus is on meeting the specific needs of the customer, finding the best fit for their business and aligning sales and marketing efforts. ABM has changed the way marketing is done, and research predicts that by 2024, an account-centric approach to identifying, planning and measuring sales and post-sales moves will be the norm for most B2B organisations, especially those selling higher value propositions.