Growth and conversion
Account-based marketing (ABM)
Also called ABM
Account-based marketing (ABM) is a B2B approach that targets a defined list of high-value companies with campaigns built for them, instead of marketing broadly and waiting for leads to arrive.
How ABM works
- Sales and marketing agree a list of target accounts that match the ideal customer profile.
- Each account gets relevant ads, content and outreach, often on LinkedIn and through retargeting.
- Success is measured by account engagement, meetings and pipeline from those accounts.
When ABM suits a SaaS company
ABM works best when deals are large, buying committees have several people and the number of possible customers is limited. For low-priced, self-serve products, broader demand generation usually works better.
Frequently asked questions
Most often LinkedIn ads, retargeting, personalised landing pages, email and direct outreach from sales.
Demand generation builds interest across a whole market. ABM concentrates effort on specific named companies.