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ABCM will help B2B companies target unique personas as individuals within a company. Marketers now have the opportunity to steer away from a one-size-fits-all advertising approach to a highly targeted, unique user experience, leveraging a customized content journey with micro-sites, landing pages, images and/or calls-to-action.

Content is not just about articles and case studies, the definition needs to be broader to include infographics, videos, emails and so on.

Their influence is equally growing in the case of B2B decision makers. Infographic search volumes have increased over 800% in the last few years.