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.