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.
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The more you know your customers, the easier it will become to predict what they like, what they do, and how you should communicate with them. Most importantly, it helps you to better anticipate their needs. It is kind of like when you know a friend for a long time - if you have been friends with someone for twenty years, you are probably better at anticipating what they need or how they will react than you are someone you’ve just met.
Over the last few years, there has been a ton of growth in the account based marketing (ABM) field, with more and more businesses and organizations bringing it into their plans. With that, there have been some great ABM software releases, more scaling to businesses of all sizes, and many more discussions about the current state of ABM and the future of it. Amidst those discussions, there has been some miscommunication that has allowed for the growth of misconceptions and myths.
Account based marketing (ABM) is one of the best ways to drive success in your industry - no matter what industry that is. Everyone from top tier companies to influencers and bloggers has been using ABM to push themselves into the future. Account based marketing takes an individual account and treats it as a market in its own right. This can be a highly structured approach to marketing, especially for companies who haven’t done it before.
One of the best ways to ensure that you continue to evolve and thrive in the business and marketing world is to learn continually, whether that means learning new tools and tricks to target your marketing qualified leads or just new terms that you should know when talking to other professionals.
Creating a successful plan to adopt account based marketing (ABM) can be difficult for some organizations - buy it is hard to imagine a world where more and more people don’t do just that. According to recent reports, nearly 60% of B2B organizations have already started implementing ABM and another 30% plan to do so very soon.