In B2B, not every customer is created equal.
Some accounts are worth more time, more thought, and more alignment across teams. That is where Account-Based Marketing (ABM) comes in—not as a tactic, but as a shift in perspective.
Instead of casting a wide net, ABM narrows the focus. It is about building tailored experiences for the few who matter most.
Sales, marketing, and even product teams work together to understand what those accounts truly care about. Then the outreach, messaging, and content all follow that lead.
Done right, ABM feels less like marketing and more like a conversation that started long before the first email.
And in a world flooded with generic outreach, that level of relevance is what cuts through.
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