Account-based marketing (ABM) is an effective business-to-business (B2B) marketing strategy with a host of benefits as cited in AdRoll’s RollWorks blog post “17 ABM statistics that will make you rethink your 2018/2019 strategy.” As ABM popularity has accelerated, marketers and service providers who are inexperienced with it will begin to take baby-steps towards ABM achievements but many will default to demand generation campaigns and deploy look-alike targeting instead of strategic ABM.
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