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Home » Martechipedia » Terms » Marketing and Sales Funnel » Account-Based Marketing (ABM)

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Account-Based Marketing (ABM)

Definition

Account-based marketing is an approach to marketing that focuses on targeted company accounts based on an ideal customer profile (ICP). ABM prioritizes sending customized communications to these target company accounts.

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Related

  • Business to Consumer (B2C)
  • Business to Business (B2B)
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Resources

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  • Concepts
    • Branding Evolution
      • _The Evolution of Brands
      • 1 Brand as Object (Evolution of Brands)
      • 2 Brand as Idea (Evolution of Brands)
      • 3 Brand as Experience (Evolution of Brands)
      • 4 Brand as Relationship (Evolution of Brands)
      • 5 Brand as Facilitator (Evolution of Brands)
    • Center of Experience
      • _Center of Experience
      • Brand (Component of the Center of Experience)
      • Brand Experience (Component of the Center of Experience)
      • Culture (Component of The Center of Experience)
      • Data (Component of The Center of Experience)
      • Environment (Component of the Center of Experience)
      • Governance (Component of the Center of Experience)
      • Measurement (Component of The Center of Experience)
      • Platform (Component of the Center of Experience)
    • Data Science for Marketers
      • (4) Principles of Explainable AI
      • Data Science (for Marketers)
      • Roles of a Data Science Team
    • Dimensions of Personalized Experience
      • Logic (Dimensions of Personalized Experiences)
    • MACH (Microservices, API-first, Cloud-native, Headless)
      • Application Programming Interface (API)
      • Headless Architecture
      • MACH (Microservices, API-first, Cloud-native, Headless)
    • Agile Brand
    • Build vs. Buy
    • Change Management
    • Continuous Improvement
    • Customer Experience (CX)
    • Customer-First, Employee-Driven
    • Employee Experience (EX)
    • Exponential Growth of Content
    • Inbound Marketing
    • Next Best Action (NBA)
    • Opportunity Cost
    • Patient Experience (PX)
    • Personalized Experience Dimensions
    • Seasonality in Marketing Measurement
    • StrategyOps
    • User Experience (UX)
    • Digital Experience Maturity
  • Models & Frameworks
    • Prioritization
      • Eisenhower Matrix
      • MoSCoW Method
      • Simple Prioritization Framework
      • Timeboxing
    • 12 Agile Principles
    • 3 Types of Project Management Offices (PMOs)
    • Absorptive Capacity
    • Business Value Pyramid
    • Business Value Realization Formula
    • Center of Excellence (CoE)
    • Competing Values Framework (CVF)
    • Customer Journey Taxonomy
    • Kübler-Ross Change Curve
    • Organizational Semiotics (OS)
    • Project Management Components (PMBOK)
    • Technology Adoption Model (TAM)
  • Data
    • 1st Party Data
    • 2nd party data
    • 3rd party data
    • Analytics
    • Bronze, Silver, and Gold Data Layers
    • Experience data and operational data
    • Lean data strategy
    • Personal Identifiable Information (PII)
    • Real-Time Data (RTD)
    • Zero Party Data
  • Measurements
    • Measurement Metrics
      • Audience Growth Rate (AGR)
      • Average Order Value (AOV)
      • Average Revenue Per Account (ARPA)
      • Average Revenue Per User (ARPU)
      • Average Speed to Answer (ASA)
      • Bounce Rate
      • Business Lifetime Value (BLV)
      • Churn Rate (CR)
      • Clickthrough Rate (CTR)
      • Compound Annual Growth Rate (CAGR)
      • Conversion Rate (CR)
      • Cost Per Acquisition (CPA)
      • Cost Per Lead (CPL)
      • Customer Acquisition Cost (CAC)
      • Customer Effort Score (CES)
      • Customer Lifetime Value (CLV)
      • Customer Satisfaction Score (CSAT)
      • Direct-to-Consumer Advertising Spend (DAS)
      • Employee Lifetime Value (ELV)
      • Key Performance Indicator (KPI)
      • Key Success Indicator (KSI)
      • Lead Velocity Rate (LVR)
      • Monthly Recurring Revenue (MRR)
      • Net Promoter Score (NPS)
      • Retention Rate
      • Return on Ad Spend (ROAS)
      • Return on Investment (ROI)
      • Total Cost of Ownership (TCO)
      • User Engagement
    • Measurement Methods
      • Bayes' Theorem
      • Conversion Rate Optimization (CRO)
      • Conversion Value Optimization (CVO)
      • Foot Traffic Attribution (FTA)
      • Likert Scale
      • Media Mix Modeling (MMM)
      • Multi-touch Attribution (MTA)
      • Objectives and Key Results (OKR)
      • Recency, Frequency, and Monetary (RFM)
      • Return on Experience
      • Single channel vs. multi-channel marketing measurement
      • SMART Goals
    • North Star Goals
      • _North Star Goals
      • Agile, Customer-Centric Culture
      • Customer Lifetime Value Model
      • First-Party Customer View
      • 1:1 Omnichannel Personalization
    • Media Sufficiency
    • Voice of the Customer (VoC)
  • Agile Marketing
    • Agile Marketing Resources
      • Daily Standup Meeting Agenda
      • Retrospective Meeting Agenda
      • Sprint Planning Agenda Template
    • Elements of Scrum
      • Burndown Chart (Scrum Element)
      • Business Value (Scrum Element)
      • Daily Scrum and Standup (Scrum Element
      • Definition of Done (Scrum Elements)
      • Increment (Scrum Element)
      • Product Backlog (Scrum Element)
      • Product Vision (Scrum Element)
      • Sprint (Scrum Element)
      • Sprint Backlog (Scrum Element)
      • Sprint Goal (Scrum Elements)
      • Sprint Planning Meeting (Scrum Element)
      • Sprint Retrospective (Scrum Element)
  • Platforms
    • Consent Management Platform (CMP)
    • Contact Center as a Service (CCaaS)
    • Content Marketing Platform (CMP)
    • Conversational AI
    • Conversational Marketing
    • Customer Journey Orchestration (CJO)
    • Data Clean Room
    • Data Management Platform (DMP)
    • Digital Experience Platform (DXP)
    • Integration Platform as a Service (iPaaS)
    • Marketing Resource Management (MRM)
    • Order Management System (OMS)
    • Real-Time Interaction Management (RTIM)
    • Unified Communications as a Service (UCaaS)
    • Customer Data Platform (CDP)
    • Customer Relationship Management (CRM)
    • Content Management System (CMS)
  • Tactics
    • A/B Testing
    • A/B/N Testing
    • Brand Garden
    • Content Marketing
    • E-commerce
    • Email Marketing
    • Marketing Automation
    • Multi-channel marketing measurement
    • Multimedia Messaging Service (MMS)
    • Pay-Per-Click (PPC) Advertising
    • Run of Site (ROS)
    • Search Engine Optimization (SEO)
    • Short Message Service (SMS)
    • Single-channel Marketing Measurement
    • Website
    • Word of Mouth Marketing (WOM)
    • Word of Mouth Marketing (WOMM)
  • Terms
    • Statistics
      • Linear Regression
      • Probability Value (P-Value)
      • Significance (σ or Sigma)
      • Star Schema
    • E-Commerce
      • Alternate Payment Methods (APM)
      • Authorized Push Payment (APP) Fraud
      • Buy Now, Pay Later (BNPL)
      • Digital Wallet
      • Point of Sale (POS)
      • Stock Keeping Unit (SKU)
      • Universal Product Code (UPC)
    • Operational
      • Business Intelligence (BI)
      • Business Process Outsourcing (BPO)
      • Business Value
      • Digital Transformation
      • Experience Debt
      • Experience Maturity
      • Failure Mode and Effects Analysis (FMEA)
      • Income Producing Activities (IPA)
      • Learning & Development (L&D)
      • Line of Business (LOB)
      • Operational Debt
      • Organizational Change Management (OCM)
      • Root Cause Analysis (RCA)
      • Standard Operating Procedure (SOP)
      • Technical Debt
      • Third-Party Logistics (3PL)
      • Time to Value (TTV)
    • Regulatory and Legal
      • Canada's Anti-Spam Legislation (CASL)
      • General Data Protection Regulation (GDPR)
      • Health Insurance Portability and Accountability Act (HIPAA)
      • Protected Health Information (PHI)
    • Marketing and Sales Funnel
      • Account-Based Marketing (ABM)
      • AIDA - Attention/Awareness, Interest, Desire, Action
      • Awareness, Desire, Knowledge, Ability, and Reinforcement (ADKAR)
      • Brand Awareness
      • Buyer's Journey
      • Configure, Price, Quote (CPQ)
      • Emotional Selling Proposition (ESP)
      • Features, Advantages, Benefits (FAB)
      • Go-To-Market (GTM) Strategy
      • Ideal Customer Profile (ICP)
      • Marketing Qualified Lead (MQL)
      • Minimum Viable Product (MVP)
      • Product Market Fit (PMF)
      • Sales Qualified Lead (SQL)
      • Strengths, Weaknesses, Opportunities & Threats (SWOT)
      • Target Audience
      • Top of the Funnel (TOFU)
      • Total Addressable Market (TAM)
      • Unique Selling Proposition (USP)
      • Unique Value Proposition (UVP)
    • Business Models
      • B2B (Business to Business)
      • B2C (Business to Consumer Marketing)
      • Business-to-Business-to-Consumer (B2B2C)
      • Direct-to-Consumer (DTC)
      • Machine to Machine (M2M)
      • Software as a Service (SaaS)
    • Artificial Intelligence
      • Algorithmic Bias
      • Artificial Intelligence (AI)
      • Artificial Neural Network (ANN)
      • Filter Bubble
      • Garbage in, Garbage out (GIGO)
      • Generative AI
      • Generative Pre-Trained Transformer (GPT)
      • Large Language Models (LLMs)
      • Retrieval Augmented Generation (RAG)
      • Robotic Process Automation (RPA)
      • Support Vector Machines (SVM)
    • Company Culture
      • Culture Debt
      • Culture Gap
      • Culture Quadrant
      • Extrinsic Motivation
      • Highest Paid Person's Opinion (HIPPO)
      • Intrinsic Motivation
    • Account Takeover (ATO)
    • Application to Person (A2P) SMS Messaging
    • Call To Action (CTA)
    • Channel Switching
    • Contextual User Experience (UX)
    • Customer Retention
    • Experience Level Agreement (XLA)
    • Feedback recession
    • Information Architecture
    • Internet of Things (IoT)
    • Mixed Reality (MR)
    • Multivariate Testing (MVT)
    • Null hypothesis
    • Payments Media Network (PMN)
    • Product Roadmap
    • Product-Led Growth (PLG)
    • Retail Media Network (RMN)
    • Search Engine Results Page (SERP)
    • Service Level Agreement (SLA)
    • Subscriber Identity Module (SIM)
    • Synthetic Identity Fraud
    • Tiktokification
    • Two-Factor Authentication (2FA)
    • User Generated Content (UGC)
    • Visitor Segmentation
    • Walled Garden
    • Wireframes
  • Resources
    • Books
      • Digital Delight: Planning, measuring, and optimizing great digital CX and EX
      • House of the Customer: A blueprint for 1:1, customer-first, employee-driven business transformation (2023)
      • Meaningful Measurement of the Customer Experience (2022)
      • The Agile Brand: Creating Authentic Relationships Between Companies and Consumers (2018)
      • The Agile Consumer: Navigating the Empowered Economy and the Future of Customer Experience
      • The Center of Experience (2020)
    • CDP Institute
    • Chiefmartec Marketing Technology Landscape (Infographic)
    • Hubspot Ultimate Dictionary of Marketing Terms
    • The Agile Brand with Greg Kihlström Podcast
  • Roles & Teams
    • Change Control Board
    • Chief Marketing Officer (CMO)
    • Chief Product Officer (CPO)
    • Citizen Data Scientist
    • Content Marketer
    • Intrapreneur
    • Marketing Operations (MOps)
    • Project Management Office (PMO)
    • Revenue Operations (RevOps)
  • History and Background
    • History of Search Engines
    • History of the Customer Data Platform (CDP)

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