A marketing strategy that focuses on one particular organization as its market. This highly-tactical strategy would create content specifically for target organizations. This approach calls for tight alignment between sales and marketing with account-specific messaging. Once aligned, marketing can attempt to reach all influencers and decision makers across the organization with appropriate content. ABM focuses on high revenue targets and relationships rather than generic outreach that focuses on lead volume (“spray and pray”). It does not have to be 1:1 account outreach, but can be on a programmatic level.
Versium REACH is an ideal tool for ABM marketers as they can easily locate decision-makers at targeted accounts and give insights that will guide content creation for them.