Account-Based Marketing

A marketing program that centers around which specific companies the business will target and the job titles of prospects at the target companies.

It is particularly useful for B2B marketers, given the narrowly defined, high-value prospects at the center of the metaphorical bullseye.

Having come to prominence in the late 2010s as its own discipline, it has attracted a wave of specialists who use it in their job titles. For many marketers, however, it is a term that encapsulates something they have been doing for years or decades: defining the target audience and crafting campaigns and programs accordingly.