Account-based marketing (ABM)
Account-based marketing is a go-to-market motion that treats a short list of named target accounts as individual markets, coordinating outreach, content, and messaging around each one specifically.
Rather than broadcasting to a broad audience and filtering by response, ABM starts with a scored list of accounts (see tier account scoring) and builds a coordinated approach for each: personalized outreach, account-specific content, and often multiple touchpoints across different roles inside the buying committee simultaneously.
For a founder-led agency with a narrow ICP, ABM is often more efficient than broad-based outbound, since the total addressable list of genuinely well-fit accounts may only be a few hundred names.
Why it mattersABM concentrates limited BD hours on the accounts most likely to close and retain, rather than spreading effort evenly across a large, low-fit list.
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