Account-based marketing

Account-based marketing (ABM), also known as key account marketing, is a business-to-business (B2B) marketing strategy in which companies focus resources on a defined set of high-value accounts, treating each as a distinct market rather than pursuing broad-based outreach.

The term was coined in 2003 by Bev Burgess at the Information Technology Services Marketing Association (ITSMA).

This formalized earlier practices of key account management and industrial marketing, positioning ABM as a structured framework for aligning sales and marketing around specific accounts.

Today, ABM is widely adopted by large B2B organizations, and analyst surveys report that most practitioners consider it to deliver higher ROI than traditional demand generation approaches. Account-based marketing is typically employed in enterprise-level sales organizations.

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