Account-based marketing (ABM) is a targeted strategy where your campaigns are focused around specific high-value accounts instead of a broad audience. This means finding the companies that are most important to your business and then executing campaigns that are customized to reach their decision-makers directly. ABM is becoming increasingly valuable in Abu Dhabi’s competitive business environment, as local industries such as real estate, finance, hospitality and government-linked industries tend to use relationship-driven deals. Rather than spreading your resources too thin, with this strategy, you can focus your marketing and sales efforts on the accounts with the greatest revenue potential. ABM also has the benefit of making marketing and sales work in tandem. Together, they align their goals and crafting customized touchpoints that give them the highest likelihood of conversion. But account-based marketing is not about generating more leads; it is generating better, stronger, and more valuable leads that can ultimately turn into long-term partnerships.