With 85% of marketers saying their account-based marketing (ABM) programmes are outperforming other marketing strategies, ABM has emerged as a leading approach for engaging business-to-business buyers and converting them to customers. But, putting ABM methodology into practice is challenging, and successful execution requires rethinking traditional Lead Gen tactics for quality rather than quantity. That’s why webinars are ideal for ABM — marketers can easily create personalised content experiences at scale, drive engagement across target accounts and deliver actionable insights to their sales counterparts.