What Is Account-Based Marketing (ABM) For Inbound Marketing Programs?

February 1, 2017 Mike Lieberman, Chief Inbound Scientist

Inbound Marketing And Account-Based Marketing Work Perfectly Together

I was talking to a client the other day and he said, “We want to focus on account-based marketing, not inbound marketing.” It took me a second to recover, but I wanted him to know that these are not mutually exclusive concepts. Theyre complementary concepts that when paired together produce dramatically better results than if they’re applied separately.

Perhaps it makes sense to clearly define what account-based marketing (ABM) is and what it’s not. ABM is an approach to B2B marketing that targets specific buyer profiles (the company) and buyer personas (the people); directs helpful messages in the form of educational content to help each prospect; and then continues the conversation with nurturing activities that shape the prospect’s buyer journey.

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