Often the traditional modus operandi during times of crisis and economic uncertainty has been to cut marketing and advertising budgets. This initial reactive response was seen as prudent and good business practice. Yet this couldn’t be any further from the truth.

Today, in the B2C space, it’s very easy to get information about a product, to compare different brands, to read reviews and value propositions, and read about cultures. With easy research, we can find all we want to know, and the buying process is just a normal consequence.

Account-Based Marketing (ABM) is a business marketing strategy that focuses spend and resources on a few target accounts, factoring them as markets in their own right.

Predict THE UNKNOWN