What is ABM? The B2B marketer's essential guide

For something that’s so high up on the B2B marketing agenda, there’s a lot of confusion surrounding the practice of account-based marketing (ABM). Oliver Matejka spoke with two specialists to go beyond the myriad statistics attesting its importance and ask: what is ABM?

Pawan Deshpande, CEO of Curata, and Ricky Abbott, marketing and strategy director at Pulse, provide answers