Account-Based Marketing (ABM) is a B2B marketing strategy where you craft your actions to treat specific high-value companies as “the only child.” Instead of targeting companies in bulk, you align marketing and sales to go after a carefully chosen list of accounts with super personalized campaigns.
The goal? To build stronger relationships and drive better conversion rates by tailoring everything — from messaging to content to outreach.
ABM is all about quality over quantity. You don’t just want more leads; you want the right leads. That’s why it works especially well for companies with long sales cycles, complex buying processes, or higher contract values.
Example:
Let’s say you offer a cybersecurity solution. You identify five enterprise-level companies in the healthcare sector as key targets. Instead of sending cold emails, you host a private virtual roundtable — inviting experts, discussing emerging compliance challenges, and offering insights tailored to their world. After the event, you follow up with each attendee individually, sharing takeaways that connect directly to their company’s context.