ABA stands for Account-Based Advertising. It’s a B2B marketing tactic associated to a company ABM strategy, that focuses on the activation via digital advertising of selected high-value customers in strong collaboration among the marketing and sales departments.

In ABA, the priority isn’t to generate a number of leads, but to raise awareness and brand recognition within an  identified list of high priority accounts that meet your “Ideal Customer Profile”.

At its heart, ABA is about delivering highly personalised content at the right time to position your business as the best solution in the market.

ABA needs to be an important part of a company ABM strategy.  LinkedIn conducted a survey and found that 87% of marketers see higher ROI with ABM than any other type of marketing investment. What’s more, 91% of respondents reported that their ABM accounts have a bigger deal size.