B2B Lead Generation
ABM vs. Broad-Based Marketing: Picking the Right B2B Strategy
Meridian Nexon
February 19, 2026
When to go account-specific and when to cast a wider net—and how to measure success either way.
Account-based marketing works best when you have a clear list of target accounts and the budget to reach them repeatedly. For many teams, a mix of ABM and broader demand gen is the answer.
We break down when to use which—and how to measure both.