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Account-based marketing (ABM) is a B2B approach in which marketing and sales choose a list of target companies, then plan content, ads and outreach for each account or small group of accounts. It reverses the usual funnel: the company is chosen first, then the people in it are reached.
In short
ABM suits businesses with large deals, long sales cycles and a small number of possible buyers, such as software, manufacturing and professional services. It asks for close agreement between marketing and sales on which accounts matter, who the buying group is and what counts as progress.
Lead generation casts a wide net and qualifies the people who respond. ABM starts from a short list and aims at the people on it, with content and ads tailored to the account. Results are measured by account engagement and pipeline from target accounts, not by the number of leads.
Paid social targeting by company is one part of it; see our paid social for B2B page.
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