Account-based marketing (ABM) is a marketing strategy that uses highly targeted, personalized campaigns to both nurture current customers and convert prospects. ABM focuses on finding ways to attract and engage by only targeting those that are most likely to purchase your product. This creates a workflow that aligns marketing and sales departments and improves your business strategy. Rather than relying on broad campaigns that appeal to an entire market, ABM considers individual accounts to be their own markets. The objectives with ABM are to deliver a customer-centric experience, connect marketing to revenue, strengthen existing customer relationships, and, crucially, align sales and marketing teams in B2B companies.