How to Use Automation to Fortify Your Account-Based Marketing Efforts Jonathan Herrick Account-based marketing is the ultimate personalization tool. Instead of incurring the unnecessary expense of marketing to broad swaths of the population, an account-centric strategy isolates key business accounts and markets directly to these individual units. By appealing to specific leaders and stakeholders who can benefit from what your company has to offer, you can make marketing efforts simultaneously more tailored and more effective. This strategy is not new by any means, but it’s gained widespread recognition over the past few years as it’s evolved with the progression of technology. Inherently tech-based, a plethora of marketing automation solutions has made ABM more measurable and affordable for businesses of all sizes. Read Jonathan’s full article on the Marketo blog.