Account based marketing (ABM)vskurering

Account Based Marketing (ABM) is a highly targeted B2B marketing strategy that focuses on identifying and engaging specific high-value accounts with personalized campaigns. "Kurering," a term derived from Norwegian meaning "curation" or "care," in a marketing context can be interpreted as the deliberate selection, customization, and nurturing of content, messaging, and engagement tactics tailored to the needs and characteristics of these target accounts. The relationship between ABM and kurering lies in the practical application of kurering to ABM campaigns: marketers curate highly relevant content, communications, and experiences for each account or stakeholder group, ensuring that every interaction is meaningful and aligned with the account’s unique pain points and buying journey. This curated approach enhances the precision and effectiveness of ABM by deepening engagement, building trust, and accelerating conversion. In digital strategy, kurering supports ABM by enabling dynamic content personalization, selective channel use, and data-driven refinement of account-specific touchpoints, thereby maximizing ROI and reducing wasted spend on broad, generic campaigns.