Account-Based Marketing (ABM)

Account-Based Marketing, or ABM for short, is a B2B marketing strategy that targets specific companies – known as target accounts – rather than addressing a broad audience. In this approach, marketing and sales work closely together to create tailored content and campaigns for clearly defined key clients. The goal is to increase relevance through personalized communication and significantly improve the chances of closing a deal.

At the heart of ABM lies the precise selection of companies that offer high potential for revenue or strategic partnership. These are addressed with tailored messages – for example, through personalized emails, individually customized landing pages, or exclusive content. This creates a targeted approach that clearly stands out from generic marketing efforts.

ABM is particularly suitable for companies with longer sales cycles, complex decision-making processes, or high-value products and services. Through the close integration of marketing and sales, resources can be used more efficiently and relationships with key accounts can be sustainably strengthened.

Overall, Account-Based Marketing enables a focused, high-quality customer approach where quality takes precedence over quantity. It increases the relevance of every interaction, improves customer retention, and supports long-term, strategic market development.