So, instead of waiting for multiple leads to reach out to you, you target leads from the start, putting all your efforts into converting them.
Therefore, with ABM you don't waste time, as it is a model that is specifically oriented to those organizations that are likely to acquire the product or service you offer. This completely eliminates the "fortuitous capture" characteristic of Inbound Marketing.
So, instead of publishing thousands of pieces of blog content and doing mass email blasts, ABM practices revolve around creating content and targeted actions to deliver experiences to specific people from specific accounts.
[Tweet “Account Based Marketing is about reaching agreements with individual accounts taking into account their own rights.”]
It is not about ABM being better than Inbound Marketing or vice versa; in reality, they are two completely different strategies that can be effective when applied in parallel.
While Account Based Marketing is a proven strategy at the enterprise level, Inbound Marketing works very well for small and medium-sized businesses; this is why we said before that the former is quite efficient for a B2B business model.
Seen from another perspective, Inbound Marketing is like a source usa b2b leads within the AMB funnel, because when a potential client enters it, it ends up being a target account, and that is where AMB can take action.
So you could say that Inbound Marketing leads to AMB; however, there are clear differences that you need to take into account, and we list them here:
ABM focuses only on leads that are most likely to make a purchase, so more personalized campaigns are used to meet their individual expectations. To do this, ABM creates ideal customer profiles based on demographic data, technographics, and predictive analytics. Inbound Marketing, on the other hand, launches wide-reaching campaigns to attract the largest amount of traffic to your business.
While Inbound Marketing addresses a much broader market and industry, ABM allows you to have a deep understanding of your target accounts and from there create content and campaigns optimized especially for them.
The main purpose of ABM is to reach and expand, so it uses optimized campaigns to attract new customers and take advantage of the opportunity to expand its account portfolio; that is, it applies upselling (additional sales) and cross selling.
[Tweet “Account Based Marketing focuses only on leads that are most likely to make a purchase.
