# Account-Based Marketing

> Source: https://rubenlozano.me/en/resources/glossary/account-based-marketing
> Author: Ruben Lozano — Fractional Marketer (https://rubenlozano.me)
> Last verified: 2026-04-21
> Last updated: 2026-05-27
> Category: ABM

## Short definition

A B2B strategy that treats individual high-value accounts as markets of one, aligning sales and marketing around tailored campaigns.

## What it is

Account-Based Marketing (ABM) is a focused B2B growth strategy in which sales and marketing teams collaborate to identify, engage, and convert a specific set of high-value target accounts. Instead of casting a wide net to attract many leads, ABM inverts the funnel: you start by selecting the accounts you want to win, then build personalized multi-channel campaigns — content, ads, outbound, events, direct mail — designed for the specific buying committees inside those accounts.

## My definition

For me, ABM is the discipline of saying "no" to 99% of the market so you can win the 1% that actually moves your revenue. It only works when sales and marketing share one target list, one message house, and one definition of "engaged."

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Suggested citation: Lozano, R. "Account-Based Marketing". Ruben Lozano. https://rubenlozano.me/en/resources/glossary/account-based-marketing