Account-based marketing

Account-based marketing inverts the classic funnel: instead of collecting leads broadly you pre-select a list of target accounts and point marketing and sales jointly at exactly those companies, down to campaigns tailored per account. The approach makes sense where the market genuinely consists of few large potential customers and deal values carry the cost: one-to-one for a handful of accounts, one-to-few for clusters. The honest label belongs on it: ABM is expensive, scales poorly, and is often applied in markets too broad for the model, where it amounts to ordinary marketing with narrower reach at a higher price.

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