In order to drive B2B marketing success, organizations need to have both lead and account-based marketing (ABM) strategies in place to drive revenue and deliver personalized experiences customers expect. When executed effectively, ABM strategies show an increase in engagement with target accounts and an increase in new business acquisition. But B2B companies historically struggle to execute ABM strategies with smaller teams and siloed sales and marketing tools, resulting in one-off, inconsistent customer experiences. In our latest coffee chat, Integrated Marketing and Experience Management Practice Lead Mary Koberstein outlines how B2B businesses can implement ABM strategies effectively to accelerate pipeline, increase target account engagement, acquire new business and generate digital revenue.