g in t e k o r ta c i m r c t i n r t Some more cen - ce ad- e t ln t Imou r c a roc definitions of ABM P F a “ Account-based marketing (ABM) is a “ The strategic approach marketers strategic approach to designing and use to support a defined universe of executing highly-targeted, personalized accounts, including strategic accounts marketing programs and initiatives to and named accounts.” drive business growth and impact with SiriusDecisions specific, named accounts.” ITSMA (who coined the term) “ A coordinated program to target and engage a defined set of identified “ The coordination of highly valuable, accounts and individuals across personalized experiences across all simultaneous inbound and outbound functions that impact the customer channels across all stages of the (e.g. marketing, sales development, buying process.” sales, and customer success) to Gartner drive engagement at a targeted set of accounts.” TOPO One-to-One B2B In many ways, ABM parallels the movement in business- to- consumer marketing, as it gravitates away from mass marketing to 1:1 marketing. Both focus on the depth of the relationship and use deep understanding to personalize each interaction. 10