Account-Based Marketing (ABM)
Also: ABM
A focused B2B strategy that treats specific high-value accounts as markets of one, coordinating marketing and sales to win them, rather than casting wide for leads.
Why it matters
For high-value, considered B2B deals, concentrating effort on a defined set of right-fit accounts usually beats spraying for volume. ABM aligns marketing and sales on the same targets and the same definition of success.
What good looks like
Real ABM has a deliberate target-account list, marketing and sales aligned on those accounts, personalized outreach by tier, and measurement by account progression and pipeline, not lead count.
In the European market
For DACH and Benelux entry, ABM pairs naturally with field marketing and consent-friendly outreach: a small, well-chosen account list you pursue through warm, in-person, and compliant channels rather than mass cold email.
Related terms
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