GTM Dictionary
Account-based marketing
also: ABM
Account-based marketing (ABM) is a go-to-market motion that treats individual high-value accounts as markets of one, coordinating marketing and sales to pursue a named list rather than casting a wide net.
In a scored world, ABM is the play reserved for high-value, lower-propensity accounts, the long shots, that are worth a human, orchestrated touch rather than automation.
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Related terms
See account-based marketing in context in the full methodology.Read the guide