In Standard Outbound Lead Generation we target 100s of individuals (leads) with one lead generation message using one channel.
- Account Based Marketing (ABM) means targeting multiple individuals from the same organisation (an ‘account’) with
a specific message tailored to their organisation and
- using a number of channels in addition to email e.g. LinkedIn ads, AdRoll display ads and the phone
- ABM also means personalising messages, emails, web pages and ads as much as possible to the individual recipient.