---
title: "What Is Account-Based Marketing (ABM)? Definition | ONEGTMLAB"
description: "Account-based marketing (ABM) targets a defined list of high-value companies with coordinated sales and marketing. Learn how ABM works in B2B."
canonical: https://www.onegtmlab.dev/glossary/account-based-marketing
---

# What Is Account-Based Marketing (ABM)? Definition | ONEGTMLAB

[![](/_astro/69a56255e2154ea94c75641b_onegtm-nav-logo.CkLAn8xX.svg)](/)

[

Book a call

](/book)

GTM Glossary

# Account-Based Marketing (ABM)

Account-based marketing (ABM) is a B2B strategy where sales and marketing pick a defined list of target companies and run coordinated, tailored campaigns to the people inside each one.

Also called: ABM, account-based marketing, account-based selling

## Why it matters

Traditional demand generation casts a wide net and qualifies whoever responds. ABM reverses the order: the team chooses the accounts first, then builds ads, content and outreach for the buying group at each company. This suits deals with large contract values and several decision makers, where winning a few named accounts matters more than raw lead volume.

ABM is measured by account progress rather than lead counts: how many target accounts are engaged, how many have open opportunities, and how much pipeline and revenue came from the list. It differs from simple personalization because it requires sales and marketing to agree on the same account list, the same signals and the same follow-up plan.

## Example

A cybersecurity vendor picks 150 hospitals that match its ideal customer profile. Marketing runs LinkedIn ads shown only to IT and compliance staff at those hospitals, while SDRs send emails that reference each hospital's recent audit news. When a hospital's staff start visiting the pricing page, the assigned account executive gets an alert and calls the CISO.

## Related terms

-   [Ideal Customer Profile (ICP)](/glossary/ideal-customer-profile)
-   [Stakeholder Mapping](/glossary/stakeholder-mapping)
-   [Intent Data](/glossary/intent-data)
-   [Buying Signals](/glossary/buying-signals)
-   [Demand Generation](/glossary/demand-generation)

## Related service

[Account-Based Marketing Tier your named accounts, act on their signals and reach the whole buying committee.](/services/account-based-marketing)

## Related playbooks

-   [Intent Data Playbook Score fit and timing separately, act on stacked signals, and read every signal by meaning.](/growth-playbooks/intent-data)
-   [LinkedIn Outreach Playbook Connection requests and messages in the voice of the sender, hooks only from real posts, every lead read back.](/growth-playbooks/linkedin-outreach)

## Questions people ask

### What is an example of ABM?

A software company picks 50 named hospitals that fit its ideal customer profile, maps the buying committee at each one, and runs coordinated LinkedIn ads, personal outreach and tailored content to those people only, measuring engagement and pipeline per account rather than per lead.

### What is paid ABM?

Paid ABM is advertising aimed only at the companies on your target account list, for example LinkedIn campaigns targeted by company name and job title, so the budget reaches the buying committee at named accounts instead of a broad audience.

[← All GTM terms, A to Z](/glossary)

GET STARTED

## Turn the definition into a working system.

We build the Account-Based Marketing systems behind terms like this one. Tell us where your pipeline breaks and we will show you what we would fix first.

[

Book a Strategy Call

](/book)[

See Case Studies

](/case-studies)

[![](/_astro/69a56255e2154ea94c75641b_onegtm-nav-logo.CkLAn8xX.svg)](/)

COMPANY

[

Why Us

](/#why-us)[

Process

](/#timeline)[

Blogs

](/blogs)[

About

](/about)[

Clients

](/clients)[

Free resources

](/free-resources)[

Newsletter

](/newsletter)

Services

[

GTM Engineering

](/ai-gtm-engineering)[

Account-Based Marketing

](/services/account-based-marketing)[

Paid Media

](/services/paid-media)[

Content Engineering

](/linkedin-personal-branding)[

RevOps

](/services/revops)[

SEO, AEO & GEO

](/services/seo-aeo-geo)[

All services

](/services)

© 2026 ONEGTMLAB Private Limited. All rights reserved.

![](/_astro/wordmark-3d.m-LgRZCQ.svg)