Not familiar with #ABM? Then you need to read this

You can’t read a B2B blog post lately without coming across the newest acronym on the block #ABM. So why the hype? And why now? Funnily enough it’s a term that’s been in use for more than a decade, yet many companies are only now coming to hear about and understand the power of Account Based Marketing (ABM). First coined back in 2003 by the US-based ITSMA organisation, ABM is a strategy in which marketers target a defined number of high-value, strategic accounts and tailor their marketing efforts specifically for them.