After years of chasing prospects and customers using the same tactics, fewer
marketers see the value of investing time and money in traditional marketing.
Email outreach worked until spam clogged up inboxes. Content marketing
worked until everybody started to publish sub-standard material. And search
engine marketing worked until it became inundated with new players clamoring
for attention. Even inbound tactics aren’t delivering the results they once did.
Marketers are taking a highly targeted approach. As the need for performance
continues to climb, so does the adoption of account-based marketing (ABM).