Account-based marketing (ABM) puts the marketing budget and sales time on a short list of target companies instead of every lead that fills in a form. It fits B2B companies whose deals are large and involve several people on the buyer side.
ABM works when three things are in place: a list of 50 to 500 target accounts agreed with sales, content for each buying role, and a way to see which accounts engage (website visits, ad clicks, meetings). Without the agreed list it turns into ordinary lead generation with a new name.
ABM is not the right first step for every company. If you sell a low-price product to thousands of small buyers, broad demand generation usually brings more pipeline for the same budget.
Read how ABM raised pipeline by 41% in our SaaS ABM case study, or see our ABM and demand generation services.