Over the last few years, account-based marketing (ABM) has become a big buzzword in the digital marketing industry. A lot of B2B and SaaS companies—especially those going after the large and enterprise-level accounts—invest heavily in ABM platforms that allow them to target potential prospects with custom messages and content through various marketing channels.
However, some marketers don’t consider making Google advertising a part of their ABM mix. How so? With account-based marketing, advertisers want to serve unique ads and messages to specific companies or decision-makers.