What is account based marketing? Everything you need to know

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Are you aware of account based marketing? This strategic approach helps to target specific high-value accounts, offering them a more personalised experience that will result in higher quality leads to maximise ROI. Here’s why you should be taking full advantage.
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At the dawn of the age of digital marketing, it was all about the ‘shotgun approach’: focus on conversion rate, volume of traffic and try to bring in as many leads as humanly possible. However, as digital marketing has transformed, allowing detailed targeting, along with a skyrocket in consumer expectations around personalisation, the usual approach is now the ancient approach.
The co-founder of Terminus, Sangram Vajre – in my opinion, the unofficial boss of account based marketing (ABM) – uses the phrase ‘fishing with nets’ for lead generation throughout his ABM presentations. This phraseology is the simplest and most accurate way of differentiating ABM from standard lead generation.
Inbound marketing is all about fishing with nets, capturing as many leads as possible. ABM changes this approach and swaps the net out for a spear.
So, what is account based marketing?
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What is account based marketing in layman’s terms? It’s a marketing approach that …

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