What Is An Account-Based Marketing Strategy?

When I talk about ABM or ABE, I’m talking about a coordinated, personalized approach to target specific accounts. This is not something that you do at scale, and it requires a substantial investment in sales and marketing resources. So it’s only useful for accounts where the likely annual contract value (ACV) exceeds $200K US and lifetime customer value (LCV) exceeds $500K. An account-based strategy is too expensive to deploy for smaller accounts.

There are “thought leaders,” particularly software providers, who pitch ABM at scale (targeting 100s and 1000s of accounts at once). But I’d posit that these are really niche marketing strategies, not true ABM. So if your business strategy is focused on high volume of small tickets, then this blog post (and this strategy) is not going to be relevant to you.

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