Done well, Account Based Marketing increases marketing ROI, opens doors for sales, and shortens sales cycles. Traditional advertising only works if the goal is to deliver a generic message to a broad demographic. But in B2B, advertising needs to convince stakeholders and decision makers, and must therefore strive to build brand awareness with a tight focus on account ROI. ABM enables a critical shift. By targeting messaging and valuable content to the right individuals at the right time and place - and also by adjusting them according to tracked responses and engagement - marketing can go beyond brand awareness to actual brand relevance, while at the same time actively and intelligently supporting sales.