Defining 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.

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.