{"id":11312,"date":"2025-05-21T10:00:17","date_gmt":"2025-05-21T08:00:17","guid":{"rendered":"https:\/\/media-beats.com\/?post_type=glossary&#038;p=11312"},"modified":"2026-06-14T15:41:54","modified_gmt":"2026-06-14T13:41:54","slug":"account-based-marketing-abm","status":"publish","type":"glossary","link":"https:\/\/media-beats.com\/en\/glossar\/account-based-marketing-abm\/","title":{"rendered":"Account-Based Marketing (ABM)"},"content":{"rendered":"<p class=\"wp-block-paragraph translation-block\"><strong>Account-based marketing (ABM)<\/strong> is a <strong><a href=\"https:\/\/media-beats.com\/en\/online-marketing-strategie\/\" target=\"_blank\" rel=\"noreferrer noopener\">marketing strategy<\/a><\/strong> in which individual companies or <strong>selected target customers are addressed in a targeted way<\/strong>. Instead of working with a <strong><a href=\"https:\/\/media-beats.com\/en\/glossar\/zielgruppenanalyse\/\" target=\"_blank\" rel=\"noreferrer noopener\">broad target group<\/a><\/strong>, marketing and sales teams focus on specific <strong>accounts with high potential<\/strong>. Communication is tailored individually to the needs and challenges of these companies. This creates a significantly more personal approach. Especially in <strong><a href=\"https:\/\/media-beats.com\/en\/podcasts-b2b-marketing-2025\/\" target=\"_blank\" rel=\"noreferrer noopener\">B2B marketing<\/a><\/strong>, <strong>ABM<\/strong> is one of the <strong><a href=\"https:\/\/media-beats.com\/en\/beste-geo-strategie-2026\/\" target=\"_blank\" rel=\"noreferrer noopener\">most successful strategies<\/a><\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What is ABM?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">In <strong>ABM<\/strong>, the focus is not on individual <a href=\"https:\/\/media-beats.com\/en\/glossar\/leadgenerierung\/\" target=\"_blank\" rel=\"noreferrer noopener\">leads<\/a>, but on entire companies. <a href=\"https:\/\/media-beats.com\/en\/online-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">Marketing<\/a> and sales jointly define <strong>relevant target accounts<\/strong> and develop individual measures for these companies. Content, <a href=\"https:\/\/media-beats.com\/en\/updates-bei-google-ads-google-performance-max-kampagnen\/\" target=\"_blank\" rel=\"noreferrer noopener\">campaigns<\/a> and communication channels are adapted in a targeted way. This increases the <strong>relevance of the messages<\/strong> for the respective contacts. The <strong>goal<\/strong> is to <strong>systematically acquire and expand high-value business customers<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Why is Account-based marketing important?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">In the <a href=\"https:\/\/media-beats.com\/en\/glossar\/b2b-business-to-business\/\" target=\"_blank\" rel=\"noreferrer noopener\">B2B sector<\/a>, purchase decisions are often complex and made by several people. <strong>ABM<\/strong> takes these characteristics into account and aligns measures specifically with relevant companies. Especially in the field of <a href=\"https:\/\/media-beats.com\/en\/suchmaschinenoptimierung-seo-im-b2b\/\" target=\"_blank\" rel=\"noreferrer noopener\">B2B marketing<\/a>, this <strong><a href=\"https:\/\/media-beats.com\/en\/online-marketing-strategie\/\" target=\"_blank\" rel=\"noreferrer noopener\">marketing strategy<\/a><\/strong> enables a more efficient use of marketing and sales resources. This allows companies to increase their <strong>closing opportunities<\/strong> and build long-term <strong>customer relationships<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Typical components of an ABM strategy<\/h2>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">A successful <strong>ABM strategy<\/strong> often includes the following steps:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>selection of relevant target accounts<\/li>\n\n\n\n<li class=\"translation-block\"><a href=\"https:\/\/media-beats.com\/en\/website-audit-kostenlose-analyse\/\" target=\"_blank\" rel=\"noreferrer noopener\">analysis<\/a> of companies and decision-makers<\/li>\n\n\n\n<li class=\"translation-block\"><a href=\"https:\/\/media-beats.com\/en\/glossar\/content-personalization\/\" target=\"_blank\" rel=\"noreferrer noopener\">personalized content<\/a> and campaigns<\/li>\n\n\n\n<li class=\"translation-block\">close collaboration between <a href=\"https:\/\/media-beats.com\/en\/online-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">marketing<\/a> and sales<\/li>\n\n\n\n<li class=\"translation-block\">continuous performance measurement and <a href=\"https:\/\/media-beats.com\/en\/webseiten-optimierung-online-marketing-agentur\/\" target=\"_blank\" rel=\"noreferrer noopener\">optimization<\/a><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">These measures ensure a <strong>targeted and individual approach<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Benefits of Account-based marketing<\/h2>\n\n\n\n<p class=\"wp-block-paragraph translation-block\"><strong>ABM<\/strong> offers several strategic advantages:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>greater relevance of communication<\/li>\n\n\n\n<li>better coordination between marketing and sales<\/li>\n\n\n\n<li class=\"translation-block\">more efficient use of <a href=\"https:\/\/media-beats.com\/en\/google-ads-erfolg-kleinen-budgets\/\" target=\"_blank\" rel=\"noreferrer noopener\">budgets<\/a><\/li>\n\n\n\n<li>higher probability of closing a deal<\/li>\n\n\n\n<li class=\"translation-block\">stronger <a href=\"https:\/\/media-beats.com\/en\/glossar\/kundenbindung\/\" target=\"_blank\" rel=\"noreferrer noopener\">customer loyalty<\/a> and long-term relationships<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">This makes <strong>ABM<\/strong> particularly suitable for high-value <a href=\"https:\/\/media-beats.com\/en\/glossar\/b2b-business-to-business\/\" target=\"_blank\" rel=\"noreferrer noopener\">B2B<\/a> customers.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Strategic Classification<\/h2>\n\n\n\n<p class=\"wp-block-paragraph translation-block\"><strong>Account-based marketing<\/strong> differs significantly from traditional mass marketing. The focus is on <strong>quality instead of quantity<\/strong>. Companies invest more resources in <strong>selected target customers<\/strong> and develop tailored measures. At the same time, <strong>ABM<\/strong> requires a good data basis and close collaboration between teams. <strong><a href=\"https:\/\/media-beats.com\/en\/online-marketing-strategie\/\" target=\"_blank\" rel=\"noreferrer noopener\">Goal-oriented strategies<\/a><\/strong> combine <a href=\"https:\/\/media-beats.com\/en\/emails-mit-ki-marketing-personalisierung-predictive-analytics\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>personalization<\/strong><\/a> with clearly <strong>defined business goals<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Conclusion<\/h2>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">Not every <strong>potential customer<\/strong> has the same strategic value. <strong>ABM<\/strong> focuses specifically on companies with particularly high potential. Those who address <strong>target accounts<\/strong> individually and provide relevant content often improve their <strong>chances of success<\/strong> in sales. This makes <strong>ABM<\/strong> an important component of modern <a href=\"https:\/\/media-beats.com\/en\/suchmaschinenoptimierung-seo-im-b2b\/\" target=\"_blank\" rel=\"noreferrer noopener\">B2B strategies<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">FAQ<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">What is Account-based marketing, explained simply?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph translation-block\"><strong>ABM<\/strong> is a <strong><a href=\"https:\/\/media-beats.com\/en\/online-marketing-strategie\/\" target=\"_blank\" rel=\"noreferrer noopener\">strategy<\/a><\/strong> in which marketing measures are targeted at individual companies instead of broad <a href=\"https:\/\/media-beats.com\/en\/glossar\/zielgruppenanalyse\/\" target=\"_blank\" rel=\"noreferrer noopener\">target groups<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Who is Account-based marketing suitable for?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">Especially <a href=\"https:\/\/media-beats.com\/en\/glossar\/b2b-business-to-business\/\" target=\"_blank\" rel=\"noreferrer noopener\">B2B<\/a> companies with complex sales processes and high-value target customers benefit from <strong>ABM<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Why is Account-based marketing important?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">It enables a <a href=\"https:\/\/media-beats.com\/en\/glossar\/content-personalization\/\" target=\"_blank\" rel=\"noreferrer noopener\">personalized<\/a> approach, improves collaboration between <a href=\"https:\/\/media-beats.com\/en\/online-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">marketing<\/a> and sales and increases the <strong>probability of closing<\/strong>.<\/p>\n\n\n\n<script type=\"application\/ld+json\"> { \"@context\": \"https:\/\/schema.org\", \"@type\": \"FAQPage\", \"mainEntity\": [ { \"@type\": \"Question\", \"name\": \"Was ist Account-Based Marketing einfach erkl\u00e4rt?\", \"acceptedAnswer\": { \"@type\": \"Answer\", \"text\": \"Account-Based Marketing ist eine Strategie, bei der Marketingma\u00dfnahmen gezielt auf einzelne Unternehmen statt auf breite Zielgruppen ausgerichtet werden.\" } }, { \"@type\": \"Question\", \"name\": \"F\u00fcr wen eignet sich Account-Based Marketing?\", \"acceptedAnswer\": { \"@type\": \"Answer\", \"text\": \"Besonders B2B-Unternehmen mit komplexen Verkaufsprozessen und hochwertigen Zielkunden profitieren von ABM.\" } }, { \"@type\": \"Question\", \"name\": \"Warum ist Account-Based Marketing wichtig?\", \"acceptedAnswer\": { \"@type\": \"Answer\", \"text\": \"Es erm\u00f6glicht eine personalisierte Ansprache, verbessert die Zusammenarbeit von Marketing und Vertrieb und erh\u00f6ht die Abschlusswahrscheinlichkeit.\" } } ] } <\/script>","protected":false},"excerpt":{"rendered":"<p>Account-Based Marketing (ABM) ist eine Marketingstrategie, bei der einzelne Unternehmen oder ausgew\u00e4hlte Zielkunden gezielt angesprochen werden. Statt eine breite Zielgruppe zu bearbeiten, konzentrieren sich Marketing- und Vertriebsteams auf bestimmte Accounts mit hohem Potenzial. Die Kommunikation wird individuell auf die Bed\u00fcrfnisse und Herausforderungen dieser Unternehmen zugeschnitten. Dadurch entsteht eine deutlich pers\u00f6nlichere Ansprache. Besonders im B2B-Marketing z\u00e4hlt&#8230;<\/p>","protected":false},"author":5,"featured_media":0,"parent":0,"template":"","meta":{"_acf_changed":false,"inline_featured_image":false,"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"footnotes":""},"glossary-cat":[46,47,187,49,50,51,52,53,274],"class_list":["post-11312","glossary","type-glossary","status-publish","hentry","glossary-cat-e-commerce-glossar","glossary-cat-e-mail-markerting-glossar","glossary-cat-kuenstliche-intelligenz-glossar","glossary-cat-online-marketing-glossar","glossary-cat-performance-marketing-glossar","glossary-cat-sea-glossar","glossary-cat-seo-glossar","glossary-cat-social-media-marketing-glossar","glossary-cat-videomarketing-glossar"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Account-Based Marketing (ABM) einfach erkl\u00e4rt<\/title>\n<meta name=\"description\" content=\"Account-Based Marketing richtet Marketingma\u00dfnahmen auf einzelne Zielunternehmen aus. 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