The B2B buying process has irrevocably changed (and will continue to do so). Buyers are more in control than ever – and it is up to brands to engage with them earlier in the buying cycle rather than waiting for the to raise their hands. At the same time, buyers are being inundated with content, so brands need to provide relevant, insightful and actionable content in order to stand out. This is what account-based marketing is all about and leading marketers have found that predictive marketing gets them to ABM success in a much more efficient way. Identify and prioritize your target accounts, understand what messages and content will resonate – rather than starting with your organization/value proposition and targeting personas. Be targeted in your outreach – using channels and tactics that allow for segmentation and personalization. Account-based marketing is proving to be an effective mindshift and approach for SMBs and enterprises alike to grow revenue, accelerate deals and improve conversions.