ABM is a powerful and popular B2B marketing approach with program returns that are higher than broad-based demand generation. But it has its challenges including difficulty to scale, a focus on accounts vs. buying groups, and a tendency to be watered down into a “marketing to accounts” approach. By applying the core principles of Precision Demand Marketing (PDM) – target, activate, connect, measure, and govern – ABM efforts can be enhanced for greater scale and value. This eBook illustrates PDM fundamentals and applies best practices to large, named, and industry/segment ABM strategies.