Gartner Research

Account-Based Marketing Defined

Published: 28 October 2016

ID: G00314554

Analyst(s): Adam Sarner , Noah Elkin


B2B marketing leaders are prioritizing conversion by identifying groups of buyers and influencers within new and existing accounts. Account-based marketing offers new approaches for finding, engaging and selling to these buyers, culminating in result-driven alignment between marketing and sales.

Table Of Contents


  • Develop Lead Management for Identifying Both Accounts and Individuals
  • Use Predictive Analytics for Lead Scoring
  • Use Programmatic Advertising Techniques and Personalized Content
  • Develop Contextual Content Across the Buying Journey
  • Navigate ABM Market Fragmentation

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