Account-based marketing(ABM) is a calculated B2B marketing approach where in the marketing and sales resources are focused on particular high value accounts rather than on particular individuals.
This approach isn’t a new one but it hasn’t been properly utilized in the past due to the lack of optimal resources for its success. With the emergence of technologies like predictive analytics, CRM & Marketing automation, the major tasks of mining potential customer data and personalizing messages for better engagement have been simplified thus, facilitating greater possible adoption of ABM.