Capterra Glossary
Account-Based Marketing (ABM)
Account-based marketing (ABM) is a type of marketing. It involves sales and marketing teams working together to target specific accounts and generate new customers. It is a critical element of business-to-business (B2B) marketing. That's because businesses use it to target other businesses with their products and services. ABM can happen at all points of a marketing cycle. For example, you can use videos to attract prospects who might be interested in a particular product. Or you can communicate with a business over the phone to turn prospects into bonafide customers.
What Small and Midsize Businesses Need to Know About Account-Based Marketing (ABM)
SMBs use ABM because it can sometimes shorten sales and marketing cycles. While traditionally a strategy used by enterprises, ABM is more accessible to SMBs today thanks to tools such as customer relationship managers (CRMs) that can automate parts of the process and improve ROI.