Nearly everyone in B2B marketing is doing some form of account-based marketing (ABM) – more than 90% of marketers believe that ABM is essential to B2B marketing and more than 60% of companies plan to invest in ABM technology (SiriusDecisions). What teams don’t always understand is how wildly different ABM can be from a company’s existing go-to-market engine. It requires a deeper relationship with sales, more clarity about customer buying centers and priorities and a stronger ability to....