Account-based marketing (ABM), also known as key account marketing, is a business-to-business (B2B) marketing strategy in which companies focus resources on a defined set of high-value accounts, treating each as a distinct market rather than pursuing broad-based outreach. The term was coined in 2003 by Bev Burgess at the Information Technology Services Marketing Association (ITSMA).
Account-based marketing (ABM), also known as key account marketing, is a business-to-business (B2B) marketing strategy in which companies focus resources on a defined set of high-value accounts, treating each as a distinct market rather than pursuing broad-based outreach. The term was coined in 2003 by Bev Burgess at the Information Technology Services Marketing Association (ITSMA).
Source: Wikipedia "Account-based marketing" · CC BY-SA 4.0
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