Lead generation
Account-based marketing (ABM)
Targeting a chosen list of companies with advertising and outreach tailored to them, instead of casting a wide net.
What it is
Marketing and sales agree on the accounts, then reach the people at those accounts across channels such as LinkedIn and display.
Why it matters
For lead generationIt suits high-value deals with a known set of possible buyers, where every relevant account matters.
In practice
Upload the account list, target roles within it, and measure engagement and pipeline at account level.
A common mistake
Running ABM with a list too small for the ad platforms to deliver to, or with one message for every account.