Revenue and sales
Account-based marketing (ABM) inverts the usual commercial order: you pick the companies you want by name and build a dedicated programme for each, instead of collecting a wide pool of contacts and filtering it afterwards.
It pays off when a few dozen accounts carry most of the revenue, and it requires Marketing and Sales to work the same list of names in the same order of priority. The work moves in steps: the ideal customer profile is defined, the target account list is drawn from it, and interest is measured per company with the marketing qualified account instead of per contact. The first conversation is opened through outbound marketing (calls, cold emailing, introductions from shared contacts, invitation-only events), while inbound marketing still helps the listed companies find you. When the programme continues after signature, through renewal, it is called account-based experience.
An example
The case below is constructed, since the term does not appear in the articles yet. An industrial supplier with a few dozen possible customers works from a list rather than an audience: each row carries the name of the company to be won, the rep who owns it and the reason that company should change supplier. Marketing material is built for those rows, and cost per lead stops being the measure of the work.
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