Nowadays, companies are constantly looking for the best ways to both attract and connect with potential customers, and finding the right strategy is not always easy.
Today we have two methodologies aimed at a very similar objective: Inbound Marketing and Account Based Marketing .
Below we explain how they differ, how they complement each other and in which cases each of them should be applied.
First, what is Inbound Marketing?
It is a methodology that focuses on attracting potential customers through valuable content . From the lead capture and nurturing phase, to the support to facilitate the closing of the sale. It focuses more on the fusion database generation of quality leads than on quantity. One of its main purposes is the generation of actions that can be used by customers, such as leaving them a lesson, that the generated content can be useful, etc. In this post , you can go deeper.
What about Account Based Marketing (ABM)?
This is a hyper-segmentation strategy to reach specific customers. This type of practice is most beneficial in the B2B (business-to-business) sector. ABM stands out above all for its personalization, that is, it carries out advantages and disadvantages of cms joomla personalized marketing with personalized content for each of your accounts. If you are starting to consider an ABM strategy, we recommend reading our guide .
ABM has very important benefits, such as the more efficient use of resources or the ability to align marketing and sales departments, reaching the most relevant accounts for your business.
ABM can be very beneficial for B2B if the market in which it operates meets the following characteristics
Highly concentrated markets, that is, markets with few but very large customers.
That there are numerous contacts or leads in these japan data accounts, with great influence on the final decision.
The size of the opportunities is very large and the sales cycle is long and with multiple decision-makers.
In which cases to use each strategy?
Scalability with account-based marketingIt is advisable to use Account Based Marketing if the market you are targeting is very specific or when your product or service is very specialized, aimed at large corporations where decision-making processes are complex. In this case, you would have to make more individualized marketing plans for each account.