ABM is a strategy that focuses on targeting specific accounts with personalized messages and offers.

Account-based marketing (ABM) is a strategic approach to product management that focuses on targeting and engaging specific accounts with personalized messages and offers. It is a targeted, personalized approach to marketing that focuses on building relationships with key accounts. ABM is designed to help companies build relationships with their most valuable customers, increase customer loyalty, and drive more revenue from those accounts. ABM involves creating tailored campaigns for each account, leveraging data-driven insights to understand the customer’s needs and preferences, and delivering personalized content and offers that are tailored to each account. ABM also involves tracking the performance of each campaign in order to measure success and optimize future campaigns. By focusing on individual accounts rather than broad audiences, ABM helps companies build stronger relationships with their most valuable customers and drive more revenue from those accounts.

Better, let's look at an example. Suppose a company is targeting a specific customer segment, such as C-level executives in the financial services industry. The company would use ABM to create personalized campaigns tailored to this segment, such as targeted emails, direct mailers, and customized content. The goal of ABM is to build relationships with these customers and drive conversions.