Account-based marketing (ABM) flips the funnel: instead of casting wide for leads, you pick a defined list of target accounts and concentrate marketing and sales on them. It suits high-value B2B where a few right accounts matter more than many leads.
Accounts, not leads
ABM starts from a named list of ICP accounts and treats each as a market of one, coordinating ads, outbound, and sales against the buying committee inside it. Success is measured on account engagement and pipeline, not raw lead volume.
How ads support it
Paid media powers ABM through matched audiences and company-list targeting on LinkedIn, retargeting the accounts you are working, and reaching the wider committee your outbound cannot. It is precision over reach, so a small, high-fit account list beats a broad one.