The roots of Account-Based Marketing trace back to the early 2000s when technological advancements in CRM systems, marketing automation platforms, and data analytics tools created a fertile ground for organisations to implement ABM strategies at scale. It was during this period that Bev Burgess, in collaboration with the Information Technology Services Marketing Association (ITSMA), formalised the concept of Account-Based Marketing.
Account-Based Marketing is primarily a marketing strategy that aims to target specific high-value accounts with tailor-made campaigns. The crux of ABM lies in developing deeper relationships with key accounts, fostering long-term loyalty, and maximising wallet share through targeted marketing efforts. This approach contrasts with the conventional notion of lead generation, as ABM enthusiasts prioritise nurturing existing relationships over pursuing new leads.