Account-based marketing (ABM) is a go-to-market (GTM) strategy based on account awareness where a seller identifies and engages with individual customer accounts.

This strategy is very different from a lead-based, one-size-fits-all approach to prospective customers. An ABM strategy targets specific accounts with customised, personalised campaigns.

Download this eBook to discover how to continuously improve your ability to grow by understanding the necessity of implementing ABM in your business.