Account-based marketing (ABM) is a strategy that focuses on the sales and marketing resources on a clearly defined set of target accounts. It employs personalized campaigns to acquire more customers. Econsultancy columnist Riaz Kanani has shared three tips to help marketers employing ABM to select right account marketing strategy. Focusing on the spread of ABM, Kanani says, “With B2B marketers rapidly adopting account based marketing strategies, approaching account selection right from the beginning is increasingly important. The first list is often straightforward to pull together. After... [...]