What is Account Based Marketing (ABM): definition, steps

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What is Account Based Marketing ? And here's another anglicism! You're not wrong... At the same time, if we had to list the business words from the language of Shakespeare, an ebook or even two would be necessary. We hear more and more of this term which, if it is no longer new or at least recent, sometimes remains unknown to sales and marketing teams in B2B (yes... in business to business). In this article, we give you the definition of Account Based Marketing, the secrets of the method and its advantages .


Definition of Account Based Marketing (ABM)
account-based-marketing

We could translate ABM as "strategic account america cell phone number list marketing" . As with the already mentioned Smartketing, the famous alignment of sales and marketing teams, this method consists of grouping the two "departments" by targeting only key target accounts .

Once identified, it is a question, as for the Inbound Marketing methodology , of developing personalized campaigns, while contextualizing the approach for each key account.



In summary, this involves applying personalized "one to one" marketing in the B2B universe. And therefore adapting content offers to each persona , in each targeted key account (ICP for Ideal Customer profile in the original version) and this at each stage of the sales cycle.

The objective? Define a different and differentiating commercial approa