B2B marketing involves engaging multiple key decision makers in a personalized way.  With KABOOM (KEY ACCOUNT BASED ONLINE OPTIMISED MARKETING) ABM  B2B marketers can, not just reach their diverse decision makers but also personalize messaging as per their industry and function as well as buying journey stage and can track the engagement at each level.  The biggest benefit is that now B2B marketers know the right moment to make a sales call.   Check more details about KABOOM here as well: http://dotconverse.com/account-based-marketing/