Account-Based Marketing (ABM) - Complete Glossary Guide

Definition

Account-Based Marketing (ABM) is a strategic approach to B2B marketing where marketing and sales teams work together to target best-fit accounts and turn them into customers. ABM treats individual accounts as markets in their own right, creating personalized campaigns designed to resonate with each account.

Core ABM Concepts

Strategic Account Selection

• Ideal Customer Profile (ICP): Detailed description of perfect-fit accounts
• Total Addressable Market (TAM): Complete market opportunity
• Target Account List (TAL): Prioritized list of accounts to pursue
• Account Tiering: Categorization based on potential value and fit

Personalization at Scale

• 1:1 ABM: Highly personalized campaigns for top-tier accounts
• 1:Few ABM: Customized campaigns for account clusters
• 1:Many ABM: Scalable personalization for broader account segments
• Dynamic Content: Real-time personalization based on account data

ABM Strategies and Tactics

Account Research and Intelligence

• Firmographic Analysis: Company size, industry, revenue data
• Technographic Profiling: Technology stack and tool usage
• Intent Data Monitoring: Buying signal identification
• Organizational Mapping: Stakeholder identification and influence

Engagement Channels

• Personalized Email Campaigns: Account-specific messaging
• Targeted Digital Advertising: Account-based display and social ads
• Direct Mail Programs: Physical touchpoints and gifts
• Event Marketing: Executive briefings and VIP experiences

Content Personalization

• Account-Specific Landing Pages: Customized web experiences
• Personalized Video Messages: Executive-to-executive communication
• Custom Research Reports: Industry-specific insights
• Tailored Case Studies: Relevant success stories

ABM Technology Stack

Core Platforms

• 6sense: AI-powered account identification and orchestration
• Demandbase: Comprehensive ABM platform and advertising
• Terminus: Multi-channel account-based advertising
• Engagio: Account-based engagement and orchestration

Supporting Tools

• Sales Intelligence: ZoomInfo, Apollo, DiscoverOrg
• Intent Data: Bombora, TechTarget, G2
• Personalization: Uberflip, Folloze, Seismic
• Analytics: Bizible, Full Circle Insights, LeanData

Implementation Framework

Phase 1: Foundation Building

• Account selection criteria development
• Sales and marketing alignment establishment
• Technology platform implementation
• Team training and process documentation

Phase 2: Campaign Development

• Account research and persona development
• Content creation and personalization
• Multi-channel campaign orchestration
• Performance measurement framework

Phase 3: Optimization and Scale

• Performance analysis and optimization
• Account expansion strategies
• Technology integration enhancement
• Process refinement and scaling

Ready to implement Account-Based Marketing? Our ABM specialists can help you develop and execute targeted campaigns that drive enterprise account growth.