Definition
ABM sequences differ from standard lead nurturing because they target organisations rather than individuals. A typical ABM sequence includes: research and personalisation for each target account, parallel emails to multiple stakeholders within the account, coordinated touchpoints across email, phone, and social, and content tailored to the account's specific industry and challenges. ABM sequences have higher per-email effort but typically achieve 2-3x higher conversion rates than broad nurture sequences because the content is so specifically relevant.
Related Glossary Terms
Announcement Email
An announcement email is a dedicated campaign that communicates a specific update, milestone, or change to subscribers, from product launches and feature releases to company news and events.
B2B Email Marketing
B2B email marketing targets business professionals and organisations with longer sales cycles, educational content, and relationship-driven campaigns compared to B2C email.
B2C Email Marketing
B2C email marketing focuses on sending targeted promotional and transactional emails to individual consumers, emphasising personalisation, urgency, and direct response.
Bulk Email Marketing
Bulk email marketing is the practice of sending a single email campaign to a large list of subscribers simultaneously, typically for promotional, newsletter, or announcement purposes.
Bundle Email
A bundle email promotes a package deal combining multiple products or services at a discounted price, designed to increase average order value and move inventory.
Buyer Persona for Email Marketing
A buyer persona is a semi-fictional representation of an ideal email subscriber based on data, research, and behavioural insights used to target and personalise campaigns.