Account based marketing (ABM)vspacing

Account Based Marketing (ABM) focuses on targeting high-value accounts with personalized campaigns, requiring precise allocation of marketing resources and timing to maximize engagement and conversion. Pacing in this context refers to the strategic timing and distribution of marketing activities and budget spend across the ABM campaign lifecycle to maintain consistent engagement without overwhelming the target accounts or exhausting resources prematurely. Effective pacing ensures that touchpoints are delivered at optimal intervals aligned with the buying cycle and account readiness signals, enabling marketers to nurture relationships progressively and adapt to account feedback or changing priorities. Without deliberate pacing, ABM efforts risk front-loading communications that can lead to fatigue or under-delivering later when decision momentum builds. Thus, pacing operationalizes the cadence and resource deployment in ABM, directly influencing campaign effectiveness and ROI by balancing intensity and sustainability of engagement over time.