
Account-based marketing, a digital marketing strategy that sees businesses communicate with individual prospects rather than with customer segments, has gathered momentum over the last year. According to the State of Account-based Marketing Study, a 2015 report by US-based research firm Sirius Decisions, 92 per cent of companies recognise the value of account-based marketing and 60 per cent were planning to invest in platforms to better align sales and marketing in the coming year.