What is Account-Based Marketing (ABM)?

Account-Based Marketing is a B2B strategy that identifies specific accounts (i.e. companies) to advertise. The ads contain personalized messages for the accounts. Marketers look to find the right audiences: professionals working in companies identified by the research.

Research focuses not only on the companies that may be interested in buying a service or product but also on the key decision-makers at these companies.

Account-Based targetings are then associated with the company: company names, the industry, the company revenue, company size, locations.

But B2B targetings include the decision-makers as well: job function, seniority, title, skills, years of experience; or related to the interests: contextual targeting and niche affinities.