Account-Based Marketing (ABM) is a focused business-to-business (B2B) marketing strategy in which a company directs its resources toward engaging a specific set of high-value target accounts. Instead of casting a wide net to attract various companies, ABM concentrates on a smaller group of strategic prospects with a tailored and highly personalised approach.
The process begins with identifying target companies that are most likely to benefit from the company’s solution, typically based on factors such as revenue potential, industry alignment, or strategic importance. Once these companies are selected, sales and marketing teams work closely together to develop bespoke campaigns specifically for those selected companies. These campaigns are designed to speak directly to the needs, challenges, and objectives of the target companies and their decision-makers.
ABM employs a mix of personalised content, direct communication, and data-driven insights to engage prospects across multiple channels such as email, LinkedIn, events, content hubs, and email outreach, to name a few. The aim is to build trust, establish relevance, and create a strong foundation for long-term business relationships.
For example, consider an IT security software provider targeting Petronas, a Malaysia-based oil and gas giant. Rather than promoting its services broadly across the oil and gas industry, the provider conducts in-depth research on Petronas’s digital transformation goals, especially on the security side of it. It then creates a custom case study, demonstrates how the platform can solve specific regulatory and operational challenges, and delivers this content directly to key stakeholders within the organisation. The result is a significantly higher chance of securing a meeting and ultimately, closing the deal.
