Account based marketing (ABM for short) is a powerful way to break through the noise and hit the big hallmark clients. However, we have started to notice a different need across many of our B2B clients. Many of them sit in this strange place where they don’t want to be hitting the biggest clients they can comprehend. They want leads that are substantial but not massive - picture a tuna or a swordfish, rather than the fabled 'whales'.