Account-Based Marketing (ABM) is a strategic marketing approach in which businesses focus on targeting specific high-value accounts instead of a broad audience. In ABM, marketing and sales teams work together to create personalized campaigns tailored to the needs, challenges, and interests of individual companies or decision-makers.
This approach helps build stronger relationships, improve customer engagement, and increase the chances of conversions and long-term partnerships. ABM is commonly used in B2B marketing because it allows companies to invest resources efficiently on accounts with the highest potential value and return on investment (ROI).
B2B vs B2C
| B2B | B2C |
|---|---|
| Business sells to another business | Business sells to individual customers |
| Larger order value | Smaller order value |
| Longer buying process | Faster buying decision |
| Relationship-based | Emotion and convenience-based |
Example:
- B2B: Xorbeo provides digital marketing services to a restaurant chain.
- B2C: Xorbeo sells an online course directly to an individual.