Account-Based Marketing (ABM) is a focussed business strategy in which a marketing team works specifically with sales to target individual customer accounts or market segments. Unlike traditional mass marketing strategies, ABM focuses on high-value accounts and makes customised decisions for specific target customers. The goal is to shorten the sales cycle and increase the effectiveness of marketing spend by focussing on the most valued customers.

In an ABM approach, the needs, challenges and goals of the target companies are intensively researched. This data is then used to develop personalised campaigns that are tailored to the specific needs and pain points of the target accounts. ABM utilises various channels such as email, social media, content marketing and even direct mail, but everything is specifically targeted to the selected accounts.

Close collaboration between sales and marketing is a key aspect at ABM. This symbiosis enables better coordination of resources and messages, resulting in higher sales and better customer relationships. KPIs (key performance indicators) such as customer acquisition costs (CAC), customer lifetime value (CLV) and ROI (return on investment) are crucial for measuring the success of an ABM strategy.