What is account-based marketing (ABM)?

Account-based marketing (ABM) is a B2B revenue system that treats individual accounts as markets of one, aligning sales and marketing around a defined account list and coordinated plays to drive predictable enterprise pipeline. Unlike demand generation, which casts a wide net and filters for fit downstream, ABM starts with who, not what, and is measured in pipeline and revenue by account. ITSMA's 1:1, 1:few, and 1:many typology is the common way to structure programs and pick plays (exec events for 1:few, ads for 1:many). Tools don't fix a broken account strategy; read our vendor-neutral ABM strategy guide before you license a platform.