How to Generate Highly Targeted Leads Using an Integrated Approach to Inbound and Account-Based Marketing

Account-Based Marketing (ABM), also known as key-account targeting, is a strategic marketing approach that identifies best-fit accounts and treats them as a market of one to drive an effective marketing strategy. In simple terms ABM focuses on identifying accounts (i.e. companies, individuals, user groups etc.) that match their ideal clients and targets the key decision makers in those establishments with personalized messages and content through respective marketing and advertising campaigns. Especially when it comes to B2B businesses, ABM has gained a lot of traction in the past few years. The key factor in ABM, is personalization.