Account-based marketing (ABM) is a business marketing strategy that concentrates resources on a set of target accounts within a market. It is a strategic approach that focuses on high-value accounts in a market or business. ABM strategies focus on creating personalized buying experiences for better customer acquisition, relationship-building, and business growth. ABM campaigns are designed to engage each account, basing the marketing message on the specific attributes and needs of the account. ABM also takes a more holistic view of marketing, beyond just lead generation. ABM is targeted at accounts (or companies as a whole) as opposed to inbound marketing, which is targeted at leads (or people within these companies). The need for sales and marketing alignment is essential for ABM to succeed, and marketing needs to be measuring and optimizing based on accounts. ABM is a strategy that requires major alignment between Sales and Marketing. ABM is not related to ABM Industries, which is a company that provides facility services and solutions.