Why have a ‘one size fits all’ marketing campaign when you can have something custom-built for your business’ specific needs? This is the core principal behind the concept of Account Based Marketing or ABM- a marketing strategy which takes a personalised, strategic approach for each target company to deliver higher quality leads, more often. This week, the team discuss the rise of ABM in the B2B world, its pros, cons and tips for implementing a campaign that’s tailor-made for success.

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