On the one hand, Inbound Marketing focuses on creating content that customers love, and on the other, Account Based Marketing focuses on aligning marketing and sales actions to provide potential customers with a personalized and consistent purchasing experience.
We need to stop thinking of them as two separate strategies and honduras phone number list start thinking about applying them together to boost our marketing campaigns : It's not about "ABM versus Inbound" but about "ABM + Inbound". In this article, we're going to define and differentiate both strategies and give you some tactics to apply them in your campaigns.
What is Account Based Marketing or ABM?
This is a targeted strategy focused on growing our customer base . Its function is to align marketing actions with sales actions to create a personalized experience for accounts, rather than for an individual buyer. Account Based Marketing (ABM) treats buyers as if they were a single account and not as if each buyer were an individual entity.
Marketing and sales teams should jointly select a group of accounts to create strategies to target them from their respective perspectives. This task saves them time and allows them to create much more consistent shopping experiences for each account.
ABM is the ideal strategy to apply in B2B businesses, which are characterized by selling high-value products or services to other companies .
In a B2B environment, using an ABM strategy by aligning sales and marketing departments allows for faster decision-making, eliminating the time spent choosing the best accounts to target, and speeding up the sales process to potential customers.
Because ABM treats accounts as if they were individual buyers, it allows us to better target decision makers through a tailored content strategy.
To summarize, ABM is a strategy that shortens sales cycles, increases ROI, and sells to your highest-value accounts the way they each prefer to buy .
What do inbound marketing and account-based marketing have in common?
ABM helps us sell our products or services to high-value accounts with a focused vision. Inbound marketing is a methodology to attract customers by creating valuable content for them that is optimized for SEO. In other words, it ensures that our most important information for customers reaches them organically.
Inbound Marketing and ABM strategies require a deep understanding of our potential buyers to allow us to choose the content we should create and the media we will use.
A successful marketing campaign starts with the same premises as Inbound Marketing : creating excellent content, having a good workflow and publication strategy, optimizing SEO to be easily found by search engines and thus favoring the generation of leads and brand awareness.
Most of the time, ABM is about taking foundational content and personalizing it to a higher level, so it’s a good idea to repurpose the content you created for inbound and use it on the same channels for ABM .
The goal of providing an excellent purchasing experience throughout the entire customer-driven cycle is shared by inbound marketing and ABM , so once the foundations of our inbound strategy have been consolidated, ABM contributes to accelerating said cycle.
Another thing that ABM and Inbound Marketing strategies have in common is that they both focus on working on highly personalized content to meet the needs of the right customers. In addition, since ABM is characterized by focusing its strategy on a particular group of accounts, just like Inbound Marketing , both will allow us to focus on customer satisfaction and retention.
