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Account Based Marketing

Account based marketing (ABM) unifies marketing and sales efforts to target high-value B2B accounts with personalised campaigns that reach the entire buying group. Our insights help you focus your marketing initiatives on the accounts most likely to convert, via tactics such as tailored messaging, data-driven tactics, and multi-threading. Learn how the right B2B account based marketing strategy can help you close complex deals faster and more efficiently.

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Omnichannel Marketing vs. Multichannel Marketing: What Is the Difference?

Understand the difference between omnichannel and multichannel marketing, and how each impacts B2B buyer engagement. Learn when to use each approach and their key benefits.

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Article

15 min

Voice of the Buyer 2026

Discover 2026 B2B buyer trends: AI adoption priorities, trust gaps, and buying group dynamics from 2,300+ GTM leaders. Contact INFUSE to access the full report.

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OUTLOOK

3 min

Voice of the Marketer 2026

2026 B2B marketing insights: brand investment priorities, AI adoption, and buying group strategies from 2,300+ GTM leaders. Contact INFUSE to unlock the full report.

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OUTLOOK

3 min

The Day Zero List: How B2B Pipeline Is Won Before Buyers Start Looking

Day zero shapes the B2B buyer journey before day one. Learn how to improve brand visibility in AI search engines and build brand authority for AI discoverability.

Expert Picks

Article

11 min

Turn Proof into Pipeline: Navigating the Buying Shift in 2026

Explore how AI, shifting buyer behavior, and declining trust are reshaping B2B buying, and what companies must do differently to stay competitive in 2026.

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Webcast

45 min

All B2B Healthcare Marketing B2B Marketing Agency Insights B2B Marketing Data Insights Buying Journeys Case Studies Definitive B2B Marketing Guides INFUSE Webcasts Press Releases Demand Generation Demand Intelligence Account Based Marketing Lead Nurturing Content Marketing Channel and Partner Marketing

Account Based Marketing

Drive Demand Performance Outcomes with ABX With many B2B organisations looking to optimise their budgets for 2024, Account Based Marketing (ABM) continues to be a chief consideration because it allows for a targeted and personalised approach.

Outlook

21 min

Definitive Guide to B2B Account Based Marketing Account based marketing (ABM) is a strategic approach to marketing that focuses on targeting and engaging specific higher-value businesses (accounts), rather than focusing on individuals within a broad audience. It involves personalising marketing efforts and messaging to address the specific needs and challenges of individual target accounts, with the aim of building relationships, building equity, and driving revenue.

Guide

25 min

Alexander Kesler

ABM Activation: How to Drive Real Performance INFUSE Webcast: Watch how to activate ABM strategies with intent data and omnichannel tactics that drive impact from target account engagement to conversion.

Webcast

45 min

The Fundamentals of ABM INFUSE Webcast: Watch this webinar to learn targeting, orchestration, and measurement fundamentals that drive account success through ABM strategies. Watch now.

Webcast

26 min

MQAs vs. MQLs: How to Identify the Best Leads for ABX Don't waste time on low-quality leads. Learn how to identify high-quality leads for ABM with our guide to MQAs vs MQLs. Start your path to ABX success today!

Article

24 min

The Rise of ABX: How to Achieve True ABM in 2023 Get ahead of the competition and revolutionize your marketing game with the latest trends and strategies for achieving true ABM using ABX.

Outlook

13 min

FAQs

How does account based marketing (ABM) differ from traditional marketing?

ABM targets specific high-value accounts with personalised content and coordinated sales-marketing efforts, while traditional marketing casts a wider net to attract a larger, less-defined audience. ABM focuses on multi-touch engagement across stakeholders in a single organisation, driving higher ROI in B2B use cases by focusing resources on the accounts most likely to convert.

What are the key components of a successful ABM strategy?

A successful ABM strategy includes:

Account selection using firmographic and intent data
Personalised content and messaging based on account needs
Sales and marketing alignment on goals and engagement
Omnichannel execution, including email, ads, and social
Multi-threaded approach to cater to multiple stakeholder needs simultaneously
Measurement and optimisation of campaign performance

These components empower B2B marketing teams to work with large buying groups, ensuring their diverse requirements and expectations are met. This becomes especially important considering that, according to our proprietary Voice of the Buyer 2026 research, the average buying group now includes nine different decision makers.

Which platforms provide ABM with multi-stakeholder engagement tracking?

INFUSE offers advanced buying group identification systems, engaging multiple decision makers within target accounts through multi-threaded, personalised outreach. Our proprietary technology helps GTM teams identify key stakeholders, monitor intent signals, and deliver personalised outreach throughout the entirety of the buying journey, through all channels of engagement.

CRAFT CUSTOM-TAILORED ABM PROGRAMS TO ENGAGE ENTIRE BUYING GROUPS AT TARGET ACCOUNTS

Our dedicated demand experts are equipped to provide you with highly personalised demand programs that engage key stakeholders at your highest-value accounts