[Spooky23]

Maybe. I’ve seen some pretty sophisticated campaigns targeting my employer, from local NPR underwriting to print and event sponsorship, all targeting a half dozen individuals.

End of the day, the salesman and his relationships closed it. The marketing consultant made a lot of cash though.

[Veen]

That sort of account-based marketing is a different kettle of fish. It's only worthwhile if you're targeting big prospects who will spend enough money to offset the costs.

That said, ABM is increasingly popular for businesses where it makes sense. Why waste time and money filling the marketing funnel when you can identify preferred customers and invest in building a relationship with them.