Account-Based Marketing (ABM)

A B2B marketing strategy that focuses resources on a specific set of target accounts using personalized campaigns.

Definition

Account-Based Marketing (ABM) is a strategic approach where marketing and sales teams collaborate to target and engage specific high-value accounts rather than casting a wide net. ABM treats individual accounts as markets of one, with personalized messaging, content, and outreach tailored to each account's specific needs, challenges, and buying committee.

Why It Matters

ABM delivers higher ROI than traditional marketing because resources are focused on accounts most likely to convert into high-value customers. Companies practicing ABM report higher win rates, larger deal sizes, and better alignment between sales and marketing teams.

Examples

Creating personalized landing pages for each target account
Alerting sales when a target account visits the pricing page
Coordinating multi-touch campaigns across a buying committee

How Bullseye Helps

Bullseye supercharges ABM by revealing when target accounts visit your website—and exactly who from those accounts is browsing. Instead of guessing which contacts to engage, you know the specific individuals researching your solution.

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