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Account-Based Marketing vs. Inbound Marketing

It is a question many people ask themselves: account based marketing or inbound marketing, which one is the better option? In general, we tend to think that this is not the best way to approach the situation. The two strategies are better when leveraged at the same time or as needed. First, however, people need to get a clear understanding of each and how they can be used effectively in businesses of any size.

What Is Account-Based Marketing?

Account based marketing (ABM) is an approach to marketing that targets a specific account or a company. It is a strategic approach that approaches and communicated with an individual prospect or customer account as a market of one. You market to all of the crucial decision makers within a targeted company at the same time, spreading your marketing efforts to all of them without spreading yourselves thin.

For more information about account based marketing and how you can effectively use it, we have provided you with more information on this page.

How Inbound Marketing and ABM Are Actually Compatible

Account based marketing helps to define your audience and target specific people. Therefore, many people assume that there is no compatibility at all with inbound marketing. However, that isn’t true. The two methods share some similar principles and strategies that can help to provide the most coverage with your marketing materials.

With both approaches, you need to have sales and marketing alignment. With account based marketing, there obviously needs to be tighter alignment during certain stages in order to achieve company goals. Using highly targeted, personalized content, you focus on those individuals within the organization. You send them specific messages and materials that focus on converting, retaining, and perhaps even upselling.

Alternatively, inbound marketing changes the way people want to make purchases. It helps to build an online presence, bring in content, and helps to influence those who may fall into the broader net of your target market. By carefully balancing this approach, you can focus on bringing in those personalized targets and still catching others in the wider net with similar approaches.

Where Do Account Based Marketing and Inbound Marketing Not Get Along?

There are a few places where inbound marketing and account based marketing just won’t get along well. The first is with scalability. ABM approaches work great when you have a smaller market to target because it allows you to focus your attention on a few people while still meeting goals. If your company sells to a wider, more diverse market, then it is harder to scale and use. Knowing your audience can make this easier. By doing this, you can find overlap that allows you to use the techniques of ABM still if not going all the way through the process as it was intended.

The second place where they differ in is the channels and tactics prioritized by each one. ABM marketing relies on things like targeted advertising, email marketing, and personalized campaigns – all extremely effective if you know how to use them appropriately. However, there is some danger in becoming too overzealous.

As you decide on an ABM approach for your business, remember to think in terms of where you are AND where you want to be. As a general rule, ABM strategies from MRP tend to work exceptionally well for B2B companies who sell to larger accounts that are fewer in number. When you work with MRP, we will help you to ease into whatever ABM approach you want to use. We can also help you to determine where you want to go into the future and how your ABM approach can change with that – or even help you to reach your stretch goals.

Contact us today to get started in building an ABM approach that is right for you, no matter what else you want to mix into it.

 

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