The difference between Account Based Marketing and the traditional B2B marketing approach?

Traditional B2B is about reaching your total addressable market and generating individual “leads”.

ABM focuses time and resources on a handful of accounts with high revenue potential – consistently developing and nurturing relationships with multiple stakeholders across the account – over time. ABM is about achieving the “Collective yes”.

Another major difference lies in the approach: ABM is NOT something marketing “does to sales”. ABM requires Sales and Marketing collaboration throughout the process.