Marketing aimed at the accounts that actually matter.

Demand generation casts a wide net and qualifies whoever responds. ABM starts from a defined list of target accounts, usually built with sales rather than marketing alone, and coordinates content, outreach and tracking around those specific companies, so every touch is aimed at an account worth winning rather than optimised for the largest possible audience.

Together with your sales team, using firmographic fit and intent signals: behaviour that suggests a company is actively researching a problem you solve, not just a company that matches your ideal customer profile on paper. Account selection happens in step one, before any campaign gets built, so the list reflects who's actually in-market.

No. Personalisation happens at the account level: messaging, case studies and content built around that specific company's industry, size and likely pain points, not a first-name merge tag dropped into a generic template. It's slower to produce than mass content, which is exactly why it's reserved for accounts worth the effort.

Attribution is tracked to the account and tied back to closed deals, not to individual clicks or form fills. Because the account list is small and defined upfront, it's straightforward to show which target accounts engaged, progressed and closed: a clearer line to revenue than most broad-funnel campaigns can draw.

Not specifically, but it needs CRM-level tracking to work properly: visibility into which contacts at a target account are engaging, and a shared view sales and marketing both work from. We integrate with HubSpot regularly, and with most CRMs that support account-based tracking.

ABM works best with a focused list, typically tens to a few hundred named accounts rather than thousands, enough that personalisation at the account level is still realistic. If the list is much larger than that, it usually makes more sense as a segmented demand generation programme instead.