Account-based marketing (ABM) is a business-to-business (B2B) strategy that focuses sales and marketing resources on targeted accounts within a specific market. Instead of broad-reaching marketing campaigns that touch the largest possible number of prospective customers, an ABM strategy focuses resources for the book of business on a defined set of named accounts. An important goal of ABM is to identify employees at a specific company who are researching products and services and then customize sales programs and marketing messages to meet the needs of buyers and influencers at that company.
There are several benefits to taking an account-based approach to marketing. Some
of these benefits include:
* Getting better ROI out of marketing efforts
* Increasing the number of relationships at target companies
* Increasing the relevance of messaging
* Personalizing content that can shorten sales cycles
According to The 2015 State of Account-Based Marketing Study conducted by SiriusDecisions, 92 percent of companies recognize
the value of ABM and see the strategy as a ‘must have’ for B2B marketing. The study also found that large companies are
currently the biggest users of ABM, but small companies are the most aggressive testers
