Outbound Glossary
Account-based marketing
Treating named accounts as markets of one. Expensive per account, which is why the account list has to be short and chosen on purpose.
ABM selects a limited set of target accounts and coordinates sales and marketing effort against each, with research and messaging specific to that company.
It pays off where deals are large, buying groups are several people and cycles are long. It is wasteful where deals are small, and the usual failure is running an ABM playbook against an account list that was never short enough to justify the cost per account.