Discrete account-based marketing (ABM) and demand generation marketing approaches and technologies have co-existed in B2B marketing organisations for the past several years. But marketers need to get ready for what’s coming next. ABM and demand marketing are converging, and the impact is going to be significant — especially for marketing operations teams. In this e-book you’ll learn: – the factors driving this convergence – how to adapt your ABM and demand marketing to this change – the role technology will play in fully aligning ABM and demand.