Account-based marketing
B2B go-to-market that treats a named list of high-value companies as markets of one: sales and marketing pick the target accounts together, map the buying group inside each, and run tailored messaging and outreach to those people instead of generating leads at volume. It works when deal sizes justify the effort per account; its blind spot is that buyers mostly pick from brands they knew before the deal opened, so ABM converts demand that broad brand building has to create first.
Where it's used
Used in B2B with big deals and long sales cycles: enterprise software, consulting, industrial supply. Good when the list of companies that matter fits on one page and sales agrees on it.
Example
Forty companies, not four thousand leads
Illustrative scenarioA fleet-tracking software firm and its sales team agree on 40 logistics companies worth winning. For each one they map who signs, who uses the product and who can block it: the finance director, the fleet manager, IT. Each person gets a message about their own problem, from LinkedIn ads shown only to those companies to a one-page cost case for the CFO. Success is counted in meetings and deals at those 40, not in form fills.