Account-based marketing (ABM) has recently become a popular term among business-to-business (B2B) marketers. ABM refers to a marketing practice where efforts focus on a predetermined set of customers who meet certain criteria. A set of customers can be narrowly defined and specific-like CIOs, or decision makers at Fortune 100 companies. It also can be more fluid and based on a set of parameters-like marketing directors at financial institutions or technology companies.
At its core, ABM combines long-standing marketing best practices with new technologies. It allows marketers to target the right prospects with personalized marketing messages and then automate their entire customer acquisition process.