BBN Insights

Defining ABM

What is ABM?

Account-based marketing (ABM) is a customer-centric strategy that requires sales and marketing teams to collaborate and efficiently focus resources on the most advantageous account opportunities. Together, these teams orchestrate personalized engagement with key buying influencers inside those accounts.

ABM is relevant for:

Though ABM can be used in most companies, it is best used when companies want to target high-value account sales, especially deals over $50,000. As ABM is a long-term game, it typically requires a company to have sales cycles spanning months rather than days. Moreover, ABM gives your company more bang for its buck with accounts that have high growth possibilities like renewals, upsells, or cross-sells into different departments.


As defined by Engagio:
Account-based marketing is a go-to-market strategy that coordinates personalized marketing and sales efforts to land and expand target accounts