Account-based marketing has risen as one of the upmost interesting topics in B2B market- ing. As information technology has developed, it has become possible to scale highly personalized and targeted marketing actions on important accounts. Personalized and targeted marketing and marketing automation can be seen as central component of account- based marketing. Despite its recent popularity, account-based marketing has attained very limited academic attention. To fill this gap, this study presents one of the first academic attempts to conceptualize account-based marketing and investigate its micro-foundations it is formed from. To reach its goal, the study relied on a qualitative research, where the research data was collected via semi-structured interview targeting account-based marketing industry experts. The study contributed to account-based marketing literature by presenting a concept model of its components. The components recognized by this study were B2B marketing, B2B sales, marketing automation, content marketing, sales & marketing alignment and sales lead- & key account management. The study also contributed by presenting a pro- cess model for account-based marketing.