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ABM glossary

Plain definitions of the terms that come up when teams plan, run and measure account-based marketing.

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1:1 ABM
A distinct campaign built for a single named account.
A
ABM landing page
A page built for a specific account or segment rather than general traffic.
A
ABM Lite
Campaigns run against small clusters of accounts that share a problem.
A
ABM metrics
Measuring account-based programmes at the account level rather than the lead level.
A
ABM microsite
A standalone web experience built for a single named account.
A
ABM plays
Repeatable sequences of marketing and sales actions triggered by a defined situation.
A
Account-based advertising
Paid media served to a defined list of target companies.
A
Account-based everything
The account-based model extended to sales, customer success and support.
A
Account-based orchestration
Coordinating marketing and sales activity against one target account list.
A
Account-based selling
The sales half of ABM: reps working a defined target account list.
A
Account tiering
Sorting a target account list into bands by potential value and fit.
A
AI-native ABM
Platforms where campaign assets are generated from account data, not assembled by hand.
B
Buying committee
The group of people inside an account who collectively decide on a purchase.
C
Contact-level advertising
Ads targeted at named individuals inside an account, reported per person.
D
Demand generation
Creating and capturing interest across a market rather than a named account list.
D
Digital sales room
A shared online space where a seller and a buying committee run one deal.
E
Enterprise ABM
Account-based marketing run against large organisations with complex buying committees.
F
Full-funnel ABM
Account-based activity that runs from first reach through to closed revenue.
G
Global ABM
Account-based programmes run across several regions against one account list.
I
Ideal customer profile (ICP)
The type of company most likely to buy, succeed and stay.
I
Intent data
Signals that suggest which companies are researching a product category.
L
Lean ABM
Account-based marketing run by a small team of one to three people.
M
Mid-market ABM
Account-based methods applied to companies below enterprise scale.
M
Multi-threading
Building relationships with several members of a buying committee, not just one contact.
P
Programmatic ABM
Personalised campaigns run against hundreds or thousands of accounts at once.
S
Signal-based ABM
Account activity triggered by observed events rather than a campaign calendar.
S
Strategic ABM
A bespoke programme built for a single named account, a handful at a time.
T
Target account list
The defined set of companies an account-based programme will pursue.
T
Time-to-first-campaign
How long it takes from signing an ABM platform to a live campaign.