Is very headcount intensive, and therefore doesn't lend itself to being scaled, unless the opportunity that presents itself is considerable and worth the investment. Does that mean you shouldn't consider ABM at all? En contraire! And there are several reasons why you should consider it, not least, because...
Digital disruption has changed the buyers' journey - or better, how your buyers acquire their knowledge on this journey
Much of today's purchasing process happens invisible to the selling B2B organisation. To be considered as part of a possible solution, it's therefore key that your brand and messaging are easily accessible to those buyers and their influencers, while they carry out their online research.
New and emerging digital tools not only help identify where your buyers are looking, they also help you target them, making it possible, for the first time, to consider an ABM-like approach at scale, and at a comparatively (per account) lower cost!