ABM: An Account-Centric Approach

By Michelle Voznyuk, Marketing Consultant at Heinz Marketing
One could argue ABM is no longer considered a “buzzword.” What seemed revolutionary and maybe borderline controversial at first has become widely accepted in the world of marketing today. Account-based marketing (commonly referred to as ABM) is “a focused growth strategy in which marketing and sales collaborate to create personalized buying experiences for a mutually-identified set of high-value accounts” (source: Hubspot). In plain terms, it’s an account-centric approach to marketing and sales.
So what does account-centric approach mean?
This means we are flipping the funnel upside down – instead of trying to generate demand to come to us, we are going after the prospects WE want. Based on our specified criteria, we are gathering a list of qualified, high-value accounts, and creating personalized experiences to entice them to partner with us. It’s about accounts, people, and personalization versus leads, volume, and conversions.
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