Account-based Marketing (ABM), in comparison to content marketing, tries to target a much smaller audience but invests more effort into influencing them, with an expectation of a more “cylindrical” return on investment in comparison to the “funnel” of content marketing.

[social_quote duplicate=”yes” align=”default”]ABM and Content Marketing work better as complements than as rivals.[/social_quote]

ABM is more focused and specific, and it does not involve the sometimes lengthy investment of time needed to get content marketing up and running, while content marketing exposes your brand to more people and targets a broader swathe of potential customers.

Key Points:

  • Account-based marketing 101
  • Account-based marketing difference
  • How marketing and sales can work together
  • Ideal customer profile in account-based marketing
  • Marketing-qualified accounts
  • Wide play or parallel marketing strategies
  • Impact on data and performance measurement
  • See if account-based marketing is for you

Key Takeaways:

  • To be successful with ABM, you need to have a high level of clarity among your marketing and sales departments.
  • ABM gives you the ability to keep more specific track of your client and employee accounts.
  • Many marketing tactics just provide you with leads to generate sales, but nothing is tracked in the long-run. ABM provides you with a more specific strategy.

In an ABM strategy, the traditional wide-top-narrow-bottom sales funnel becomes more cylindrical. The goal is to pursue fewer accounts and convert a whole lot more of them. ABM represents a reversal of the usual demand-gen approach taken by most marketers – particularly content marketers.”

Image: ContentMarketingInstitute

Service: Lead Generation (Automation)

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