Account-Based Marketing (ABM)
Account-based marketing (ABM) is a B2B strategy in which marketing and sales focus jointly on a defined list of high-value target companies.
What is account-based marketing?
Account-based marketing (ABM) is a B2B strategy in which marketing and sales work together on a defined list of high-value target companies (“accounts”) instead of trying to generate as many leads as possible. Each account is treated like a market of its own, with messages tailored to its industry, challenges and buying committee.
ABM fits businesses with high deal values, long sales cycles and several decision-makers per purchase – typical for industrial, software and professional services companies.
The core steps:
- Select accounts based on fit (industry, size, region) and signals such as engagement or intent data.
- Map the buying committee: decision-makers, influencers and users in each account.
- Create relevant content and offers per segment or even per account.
- Reach them across channels: LinkedIn ads targeted by company list and job function, Customer Match, remarketing, email and sales outreach.
- Measure at account level: engagement, pipeline and revenue per account, not just leads (offline conversion import).
LinkedIn is the most important paid channel for ABM, because it allows targeting by company, industry, job function and seniority. ABM depends on clean first-party data and close alignment with sales.
For international ABM, target accounts often span several countries. Coordinate messages per market and language, respect local privacy rules (GDPR), and make sure local sales teams know which accounts marketing is working on.