Definition

Account-Based Marketing (ABM) targets specific high-value companies with personalized campaigns — treating each account as a market of one rather than casting a wide net.

Detailed Explanation

ABM tiers:

  • 1:1 — fully custom for top 10–50 accounts
  • 1:few — segmented campaigns for account clusters
  • 1:many — programmatic ABM at scale via LinkedIn/Meta lists

Requires sales-marketing alignment, named account lists, and multi-channel touchpoints (ads, email, content, events).

Nepal Context

Nepal’s B2B market is relationship-driven — ABM maps well to named enterprise targets (banks, telcos, INGOs). Combine LinkedIn targeting with warm intro outreach.

Key Takeaways

  • Quality over quantity — fewer, larger accounts
  • Sales and marketing share target account list
  • Measure pipeline influenced, not just leads

Common Mistakes

  1. ABM without sales buy-in on account list
  2. Generic “personalization” (only {company_name} merge tag)
  3. No multi-touch attribution across channels