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I. Introduction to ABM and KPIs
Definition of ABM
Account-Based Marketing (ABM) is a marketing strategy that focuses on targeting and engaging specific accounts or businesses in a personalised, strategic way. Instead of trying to appeal to a broad audience, ABM aims to create custom campaigns and experiences for select accounts that are most likely to benefit from the company’s offering(s). ABM is traditionally used in B2B marketing, but it can just as easily be applied in B2C contexts.
ABM typically involves identifying and prioritising key accounts, creating personalised marketing campaigns and experiences for those accounts, and measuring the success of those campaigns in terms of the impact it had on the accounts. For this marketers deploy a variety of tactics, such as targeted advertising, personalised content and messaging, and events or experiences tailored to the needs and interests of the targeted accounts.
