What is Account-based Marketing?

Account-based marketing (ABM) is a strategy enhanced by technology and a detailed process to create hyper-personalized and relevant content that reaches a specific target at the right time and place. ABM involves account-based advertising (ABA) and account-based sales (ABS), in combination with the inbound methodology to increase brand engagement and success.

Inbound Marketing vs. Outbound Marketing

Inbound marketing is a business methodology that involves strategically presenting personally-tailored content to specific target groups at the ideal time; as opposed to outbound marketing that is presented to the general public with broad timeframes and strategies. The outbound methodology can interrupt customers with information they don’t necessarily need or want.

Why is the Inbound Methodology Important?

An account-based strategy without inbound marketing can become disrupted by irrelevant information, making your marketing strategy and sales much less effective. The inbound methodology solves this problem by putting personalized, attractive content in front of your customers, when they are most likely engaged as well as disengaged.

Creating content that revolves around your customers’ needs, pain points and behaviors, allows your brand to continually and effectively attract potential and existing customers.

Rather than being interrupted and losing interest, they are engaging with your brand because what they are seeing applies to them. This method serves to better the relationship with the target consumer by replacing disruption with relevancy.

Building meaningful relationships with your consumers is crucial for brand success and making them feel valued and empowered, account-based marketing will do just that. Each individual account is its own target market with a strategy that is custom-made for them.

Why Account-Based Marketing?

ABM focusses on highly targeted prospects rather than a higher number of leads, presenting your brand and content only to very specific companies or individuals that are most likely to engage. With a defined set of best practices, thorough target market research and attractive brand content, account-based marketing maximizes the impact of your strategy.