Account Based Marketing
Account based marketing (ABM) unifies marketing and sales efforts to target high-value B2B accounts with personalised campaigns that reach the entire buying group. Our insights help you focus your marketing initiatives on the accounts most likely to convert, via tactics such as tailored messaging, data-driven tactics, and multi-threading. Learn how the right B2B account based marketing strategy can help you close complex deals faster and more efficiently.
From Lead Lists to Buying Groups: The ABM Targeting Evolution Move from lead-list targeting to buying group coverage using a three-signal model and VOB 2026 data.
Expert Pick
Article
9 min
Definitive Guide to B2B Account Based Marketing Account based marketing (ABM) is a strategic approach to marketing that focuses on targeting and engaging specific higher-value businesses (accounts), rather than focusing on individuals within a broad audience. It involves personalising marketing efforts and messaging to address the specific needs and challenges of individual target accounts, with the aim of building relationships, building equity, and driving revenue.
Expert Pick
Guide
25 min
How to Align ABM and Sales Around Opportunities, Not Engagement Align ABM and sales using shared definitions, joint tiering, and unified triggers grounded in VOB data.
Expert Pick
Article
10 min
The ABM Measurement Framework That Connects Engagement to Revenue Connect ABM engagement to revenue with three metric layers and executive-ready pipeline dashboards.
Expert Pick
Article
8 min
5 B2B ABM Plays That Actually Drive Pipeline, Not Just Engagement Five B2B ABM plays that convert buying group engagement into pipeline, grounded in INFUSE 2026 data.
Expert Pick
8 min
Drive Demand Performance Outcomes with ABX With many B2B organisations looking to optimise their budgets for 2024, Account Based Marketing (ABM) continues to be a chief consideration because it allows for a targeted and personalised approach.
Expert Pick
Outlook
21 min
All Account Based Marketing Insights
From Lead Lists to Buying Groups: The ABM Targeting Evolution Move from lead-list targeting to buying group coverage using a three-signal model and VOB 2026 data.
Article
9 min
How to Align ABM and Sales Around Opportunities, Not Engagement Align ABM and sales using shared definitions, joint tiering, and unified triggers grounded in VOB data.
Article
10 min
The ABM Measurement Framework That Connects Engagement to Revenue Connect ABM engagement to revenue with three metric layers and executive-ready pipeline dashboards.
Article
8 min
5 B2B ABM Plays That Actually Drive Pipeline, Not Just Engagement Five B2B ABM plays that convert buying group engagement into pipeline, grounded in INFUSE 2026 data.
8 min
Drive Demand Performance Outcomes with ABX With many B2B organisations looking to optimise their budgets for 2024, Account Based Marketing (ABM) continues to be a chief consideration because it allows for a targeted and personalised approach.
Outlook
21 min
Definitive Guide to B2B Account Based Marketing Account based marketing (ABM) is a strategic approach to marketing that focuses on targeting and engaging specific higher-value businesses (accounts), rather than focusing on individuals within a broad audience. It involves personalising marketing efforts and messaging to address the specific needs and challenges of individual target accounts, with the aim of building relationships, building equity, and driving revenue.
Guide
25 min
FAQs
How does account based marketing (ABM) differ from traditional marketing?
ABM targets specific high-value accounts with personalised content and coordinated sales-marketing efforts, while traditional marketing casts a wider net to attract a larger, less-defined audience. ABM focuses on multi-touch engagement across stakeholders in a single organisation, driving higher ROI in B2B use cases by focusing resources on the accounts most likely to convert.
What are the key components of a successful ABM strategy?
A successful ABM strategy includes:
- Account selection using firmographic and intent data
- Personalised content and messaging based on account needs
- Sales and marketing alignment on goals and engagement
- Omnichannel execution, including email, ads, and social
- Multi-threaded approach to cater to multiple stakeholder needs simultaneously
- Measurement and optimisation of campaign performance
Which platforms provide ABM with multi-stakeholder engagement tracking?
INFUSE offers advanced buying group identification systems, engaging multiple decision makers within target accounts through multi-threaded, personalised outreach. Our proprietary technology helps GTM teams identify key stakeholders, monitor intent signals, and deliver personalised outreach throughout the entirety of the buying journey, through all channels of engagement.
