Account-based marketing – another buzzword or something real?

One way to sell a new type of marketing software is to proclaim that marketing has completely changed, popularise a different model, and show how – conveniently – your platform is a way to be successful in the new paradigm. Is account-based marketing any different?
For B2C marketers who might be unfamiliar with the modern B2B tech software world, there is one important thing to understand before I answer that question.
First, the traditional marketing department has been destroyed mo