In the past, account-based marketing (ABM) was primarily seen as a strategy that only fairly large companies would leverage. Today, as the market for goods and services has become increasingly competitive and B2B buying cycles more complex, ABM is not only more effective – but is essential – in helping companies of all sizes effectively reach their target audiences. By focusing in on the top 10-20% of accounts that represent the best customers to your business, ABM helps you deliver more personalized, impactful engagements to the right customers, with the right message, for the right stakeholders. As we all experience increasingly more personalization in our everyday lives as consumers, B2B buyers are bringing those same expectations to their business roles. In fact, 73% of B2B buyers say they expect a personalized, B2C-like customer experience,¹  meaning generic one-size-fits-all marketing no longer cuts it.

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