“Account-based marketing is all about targeting key accounts. It’s a strategy for marketers to focus most of their efforts on key accounts,” said Mike Telem, vice president of product marketing at Marketo. “In most B2B businesses, you have a small number of accounts that are the most valuable. So it makes perfect sense that focusing on those accounts provides a better return on investment. Instead of generating a lot of leads and then qualifying them, you define your key accounts and go after them.”