[and why you should be practicing it...]
Account-based marketing (ABM), also known as key account marketing, is a strategic approach to business marketing in which an organization considers and communicates with individual prospect or customer accounts as markets of one. - Wikipedia
Account-based marketing (ABM) is the strategic approach marketers use to support a defined universe of accounts, including strategic accounts and named accounts. - SiriusDecisions
ABM focuses explicitly on individual client accounts and their needs. More importantly, it is a collaborative approach that engages sales, marketing, delivery, and key executives toward achieving the client’s business goals. - ITSMA
The competition for your customers’ and prospects’ time has never been fiercer; to compete, you need to differentiate. It’s no surprise then, that marketers are increasingly turning to ABM to get a competitive advantage and help them capture critical clients.
Companies practicing ABM have better alignment between sales and marketing and typically see a higher return on investment on their marketing spend, as well as bigger deal sizes and an increased pipeline velocity.
The nature of ABM campaigns allow companies to easily pilot and scale and/or replicate based on success.
ABM campaigns are easier to track and measure, meaning you can get accurate attribution and ROI.
OLD WINE IN NEW BOTTLES? The principles behind ABM are not new. In fact, good salespeople have focused their efforts on targeting several stakeholders across key accounts since sales began and the founders of ALIAS have been practising ABM for over a decade.