account-based marketing

Definition

A targeted B2B strategy that treats individual high-value accounts as markets of one, essentially putting all your eggs in a few carefully selected baskets. It's the sniper rifle approach versus the shotgun spray of traditional marketing.

Example Usage

Our account-based marketing campaign landed three Fortune 500 clients by creating personalized content for each C-suite executive.

Origin

Coined by ITSMA (Information Technology Services Marketing Association) in 2004 as a formalized approach to enterprise sales.

Fun Fact

ABM flips the traditional sales funnel upside down by starting with specific target accounts rather than casting a wide net and filtering down.

Source: B2B marketing strategy frameworks

Related Terms

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youtube

The video-sharing behemoth that transformed from a humble startup into the verb we use for watching literally anything online. Originally just a platform for uploading cat videos and people hurting themselves, it's now a critical marketing channel where brands desperately try to 'go viral' and influencers hawk protein powder. Every marketer's presentation now includes a 'YouTube strategy,' which usually means posting their TV commercial and hoping for the best.

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relabel

The business equivalent of putting a new sticker over the old one—whether you're rebranding a product, reorganizing files, or giving a failed initiative a fresh name to try again. In tech, it's reassigning labels in databases or systems; in marketing, it's how last quarter's disaster becomes this quarter's 'learning opportunity.' Same thing, better branding.

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owned media

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branding

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interactive

The marketing buzzword du jour that transforms any passive experience into something that demands your participation, usually by clicking, swiping, or talking to an AI chatbot that doesn't understand sarcasm. In digital contexts, it means the user can actually do something besides stare blankly at the screen. Slap 'interactive' on anything and watch engagement metrics soar—or at least that's what the agency promised in their pitch deck.

📣 Marketing / Advertising

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conversion rate optimization

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📣 Marketing / Advertising

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