Business to business (B2B) marketers often adopt a broad brush or scatter gun Approach developing their Marketing campaigns. In this way they hope to appeal to as many potential customers as possible across their target market. Account-based marketing or ABM turns this approach on its head. Instead, ABM seeks to match sales and marketing resource to customer opportunity by targeting specific companies or (potential) accounts within a market. The approach will then design and deploy highly personalised campaigns that if executed correctly, will resonate with each of the selected accounts.