Everywhere you look on the Internet, marketers are busy trying to make the best of their budget by finding the most relevant audience to market to.
The art of narrowing your target down to high-worth accounts and the likeliest to convert, and then sending personalized marketing messages to key decision-makers in these accounts is what is known as account-based marketing, ABM for short.
Unlike the traditional B2B marketing funnel, ABM flips both the funnel and the agenda. Instead of generating leads and nurturing them to conversion, here you identify the leads and nurture them to loyal customers.
