Account-Based Marketing Is Not The Silver Bullet People Are Counting On; It’s Just One Arrow In Your Stocked Quiver
I just had a client tell me that they’re moving from inbound marketing to account-based marketing.
In our experiences, it’s not a one-or-the-other scenario. I pointed out that they’ll still need an amazing website, highly creative and educational content, well-orchestrated lead nurturing and, most importantly, the messaging, stories and disruptive content to get someone’s attention who is not yet aware of their solution.
They were receptive and appreciative of the insight, but that doesn’t seem to be the general perception in the marketplace. As an inbound marketing agency leader, what I see at a macro level is people now think account-based marketing is the secret to their demand generation, lead generation and new customer acquisition challenges. I’m sorry to say that if you think ABM is all you need, you are going to be disappointed with the results.