Casting a wide net across a large number of companies can be effective. However, it’s not the only way to organize your sales and marketing efforts. In fact, there may be a better way depending on the nature of your market—account-based marketing (ABM). ABM is, in many ways, the exact opposite of the traditional demand generation approach. Companies that employ an ABM strategy focus their marketing and sales resources on a targeted set of accounts and look to deliver strategic, orchestrated campaigns personalized to those accounts.
Download this primer to learn about account-based marketing, its benefits, and if it's right for your organization.