Account based marketing (ABM) is a go-to-market strategy where sales and marketing teams work together to target a specific set of high-value accounts with personalized messaging, campaigns, and outreach. Instead of focusing on broad lead volume, ABM focuses on the quality and strategic value of the accounts being pursued.
ABM is especially common in B2B sales, where deals are large, decision-making is complex, and winning a single account can significantly impact revenue. It requires close coordination between teams, detailed account research, and tailored communication across channels.
How does account based marketing work
The ABM process begins by identifying a list of target accounts: companies that are a strong fit based on factors like revenue potential, industry, technology stack, or strategic importance. Once those accounts are selected, marketing creates campaigns designed specifically for them, and sales aligns its outreach accordingly.
Campaigns may include custom emails, personalized ads, industry-specific content, direct mail, or curated landing pages. Messaging speaks directly to the account’s needs, goals, and challenges. Reps engage individual stakeholders within the account using tools like LinkedIn, email, or cold calls, supported by insights from marketing.
Instead of measuring success by total leads generated, ABM is tracked through engagement within target accounts, the number of meetings booked, and revenue influenced or closed. It’s a long-term strategy that prioritizes relevance and relationship-building.
Why companies use ABM
ABM helps teams focus their time and budget on the accounts most likely to generate revenue. It’s efficient, especially for companies that sell to enterprise buyers or have limited total addressable markets.
It also improves alignment between sales and marketing. Both teams operate from the same account list, with clear shared goals. This eliminates the typical handoff issues seen in lead-based models and makes collaboration more actionable.
Because campaigns are highly relevant to the audience, ABM also improves response rates and accelerates deal cycles. When a buyer sees that you understand their business, they’re more likely to engage and more likely to buy.
Conquer helps account based marketing teams coordinate their efforts directly inside Salesforce. Sales reps get access to timely messaging, touchpoint history, and campaign context, all in one place, so every outreach is aligned and personalized.
Want to see how Conquer supports seamless execution of ABM?