Slow adoption shows marketers fear ABM when they shouldn’t

If you think adopting account-based marketing requires a major overhaul, you're not alone. But contributor Meredith Brown says you can take advantage of this valuable approach with your existing resources.In recent years, account-based marketing (ABM) has become the buzzword du jour among B2B marketers. The approach — which involves targeting specific, high-value companies with personalized campaigns — has been around for years. But a growing crop of marketing technology vendors focused on ABM have built up hype around the strategy.