Definition
What is Account Based Marketing (ABM)?
The short answer
Account based marketing is a B2B strategy in which Marketing and Sales concentrate their effort on a defined list of target accounts, and engage the people inside each account with coordinated, relevant outreach, rather than marketing to a broad audience and filtering for fit afterward.
Key figure
13 + 9
Why it matters
ABM strategy decides which accounts matter. Account based outbound is the execution layer that reaches the buying committee inside them across email, LinkedIn and phone.
Put it to work
Where account based marketing matters on a program.
- Account based marketing servicesABM strategy decides which accounts matter. Account based outbound is the execution layer that reaches the buying committee inside them across email, LinkedIn and phone.Read more
- ABM lead generation from the accounts you already choseInstead of generating thousands of random leads, generate conversations with the buying committees inside your target accounts.Read more
- One outbound engine. Built for Sales and Marketing.Outreach Engine helps B2B Sales and Marketing teams turn target accounts into qualified pipeline through coordinated email, LinkedIn, calling and account based outreach.Read more
Research
What the research says
13 + 9
The typical B2B buying decision now includes 13 internal stakeholders and nine external influencers, rising for more complex or strategic purchases.
53%
Procurement professionals are decision makers in 53% of business buying cycles, engaging from the start of the process.
94%
94% of buying groups ranked their preferred vendors before first contact with a seller, and the vendor preferred before engaging sellers still wins 80% of deals.
6sense, 2025 B2B Buyer Experience Report, Nov 2025. More than 4,000 buyers across North America, EMEA and APAC.
Related terms
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