Account-based marketing is the practice of running personalized campaigns against a named list of target accounts, instead of a broad audience. Treating a short list of the right accounts like a campaign of one each raises response rates that broad targeting can't match.
Target account list, built with sales against real fit criteria
Personalized messaging and content per account or segment
Multi-channel sequencing: email, social, direct mail, event touches
Sales and marketing alignment on who owns which account, and when