Account based marketing (ABM)vscrossmedia

Account Based Marketing (ABM) focuses on targeting and engaging specific high-value accounts with highly personalized campaigns. Crossmedia strategies enable ABM practitioners to deliver these tailored messages consistently across multiple channels—such as email, social media, direct mail, digital ads, and events—creating a cohesive and immersive experience for the target accounts. The WHY is that ABM’s effectiveness depends on coordinated, multi-touchpoint engagement to build relationships and influence decision-makers within target accounts. The HOW is that crossmedia orchestration allows marketers to sequence and synchronize content delivery across channels, reinforcing messaging and increasing the likelihood of engagement. For example, an ABM campaign might use LinkedIn ads to raise awareness, personalized emails to nurture leads, direct mail to add a tangible touchpoint, and retargeting ads to maintain visibility, all aligned by a unified narrative and timing. This integrated approach leverages crossmedia to amplify ABM’s precision targeting and relationship-building goals, making crossmedia execution a critical enabler of ABM success in digital strategy.