by Sarah Kelleher 
Account-based marketing is the latest ‘buzzword’ in marketing. It’s a targeted marketing strategy that focuses your efforts on specific accounts rather than individuals. Whilst it is certainly a way to drive revenue from your key accounts, it certainly isn’t a simple time-saving solution. Pardot have weighed up the Pros and Cons of ABM, so you can evaluate whether it will work for your business and be part of your 2017 marketing plan.
The approach requires an almost extreme level of focus on the unique pain-points, issues, and market of each of your target accounts. You’ll need to make sure your sales and marketing teams are tightly aligned in order to deliver a truly seamless customer experience.