The AdRoll Guide to Account-Based Marketing

Account-based marketing (ABM) has recently become a popular term among business-to-business (B2B) marketers. ABM refers to a marketing practice where efforts focus on a predetermined set of customers who meet certain criteria. A set of customers can be narrowly defined and specific-like CIOs, or decision makers at Fortune 100 companies. It also can be more fluid and based on a set of parameters-like marketing directors at financial institutions or technology companies. 

At its core, ABM combines long-standing marketing best practices with new technologies. It allows marketers to target the right prospects with personalized marketing messages and then automate their entire customer acquisition process.



We use cookies to optimize your experience, enhance site navigation, analyze site usage, assist in our marketing efforts. Privacy Policy