Account-Based Marketing or Demand Gen: What's the difference?​

 

Demand generation has been the darling of marketing initiatives for the past couple of years, but there’s another approach that’s getting a lot of attention these days. Account-based marketing (ABM) is not new, but it is an active player in lots of marketing circles for its hefty benefits.

So, how are the two marketing tactics defined and how does a marketer know which one to use when? 

Account-Based Marketing or Demand Gen: What's the difference?​