As one of the most talked-about strategies in B2B marketing, account-based marketing is rapidly changing the way we think about marketing at scale. But what is it? And why is it driving so much conversation?

Account-based marketing (ABM) is a strategy that uses
a suite of tools and processes to create personalized campaigns around target accounts. So instead of a single campaign with many targets, there are multiple campaigns, each targeting just one account. True ABM strategies have four components: identifying the right accounts, improving customer engagement, aligning sales and marketing, and measuring and optimizing your campaign performance.