Definition
ABM (Account-Based Marketing)
ABM is a B2B marketing strategy that targets a defined list of named companies with coordinated advertising, content, and outreach, rather than casting a wide net for individual leads.
ABM flips the traditional funnel: instead of generating broad interest and qualifying leads down to a smaller set, it starts with a defined list of high-value target accounts and coordinates marketing and sales effort specifically around them. It tends to work best for B2B companies with high contract values and a relatively small, well-defined universe of ideal customers, where the concentration of effort pays off more than broad reach would.
