Account-Based Marketing (ABM): Definition, Meaning & Guide for Indian Businesses

ABM is the strategy of targeting a small number of high-value accounts with personalised marketing and sales effort, treating each account as a market of one.

What is Account-Based Marketing (ABM)?

ABM flips the funnel: instead of attracting many leads and qualifying down, you pick 20-100 accounts that match your ICP perfectly, build a campaign per account, and engage stakeholders across each. Best for high-ACV deals (₹10 lakh+ annual contract). Tactics: personalised landing pages per account, gifts, executive dinners, custom case studies. For Indian SaaS sub-₹50K ACV the math doesn't work; for enterprise deals it's the only thing that does. Track per-account: stakeholders engaged, content consumed, opportunities created.