The transformative potential of account based marketing

Sponsored by The Marketing Practice - Account based marketing (ABM) is giving B2B brands an opportunity to devise more effective and tailored marketing for key clients.
In the latest part in our video series focused on B2B marketing, ServiceNow's Gemma Davies tells Marketing Week how the brand invested in changing perceptions and mindsets to offer a relevant proposition to a small number of clients, which make up almost a third of its business.