For years, inbound marketing has been the go-to marketing strategy for budding businesses wanting to drive results. The playbook was simple: Create content and cast a wide net in hopes of driving traffic and loading up sales funnels. The more traffic you could attract, the better your chances of finding the keepers, even if you had to sort through the duds along the way.

Today, successful startups are winning with a new playbook — it’s called account-based marketing, or ABM. Account-based marketing shifts the focus away from a wide-net approach to a more highly targeted, customized approach, trading your net for a harpoon.

Read Jonathan’s full article on StartupNation