It's really no surprise that the marketing space continues to get more and more cluttered.

Competing marketing messages and marketing channels are growing, the digital space is becoming more saturated, and technology continues to advance.

The rise of the internet of things (IoT) has enabled customers to become hyperconnected across varying devices like desktops, laptops, tablets, and smart devices. As a result, marketers are searching for the best ways to provide lasting, positive brand impressions throughout a fragmented customer experience.

As a result, marketers have started taking a nontraditional approach to reach consumers through account-based marketing (ABM) strategies. Simply put, instead of using marketing tactics to target consumers in a blanketed "spray and pray" approach, ABM focuses all marketing efforts toward targeted accounts.

These are then broken down to the key decision-makers. From there, you can target the right audience using highly relevant and personalized marketing tactics and messaging.