What
is ABM?

There are various definitions describing Account Based Marketing (ABM). However, one thing they all have in common is their emphasis on being strategic and focusing on relationships with a goal of increasing mindshare and wallet share. In short, ABM is based on the collective decision-making process. It takes into account that most business-to-business buying decisions are now made by a collective group of people rather than by a single person as it was in the past.

One of the more comprehensive definitions comes from ITSMA (Information Technology Services Marketing Association), a leading and partner organization dedicated to consulting, training and certifying marketing executives in ABM.