If there were lessons to be learned from Content Marketing World 2018 held in Cleveland, Sept. 4-7, it was the staying power of long-form marketing content, the rise of social responsibility messaging, and the value of taking the less-traveled or overlooked routes to inspiration.

Some of the more widely promoted benefits of account-based marketing (ABM) are pretty hard to discount: They include, according to this Forbes article, faster buying cycles, higher close rates, higher value sales and increased organizational alignment.

With all the focus on the tactic of account-based marketing in recent years, a lot of clients ask what’s actually required in a successful account-based marketing (ABM) campaign.