The guide introduces Account-Based Marketing (ABM), a strategic approach for B2B marketing that treats individual accounts as markets of one, emphasizing direct communication and awareness. It highlights ABM's efficiency over traditional lead-generation tactics, citing statistics like 97% of B2B companies reporting higher ROIs with ABM. The adoption rate of ABM has grown significantly, with larger companies showing the highest adoption. The guide also offers practical steps for targeting new and existing accounts using tools like Bombora’s Company Surge Data® to identify in-market companies based on topic interest and surge scores.

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