What is account-based marketing?

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How is ABM different from inbound?
Since we’ve started talking about inbound marketing, let’s compare the two in the following paragraphs.

You are probably used to inbound solutions. They’ve been the main thing in the business since marketers discovered the potential of the digital world.

However, inbound has taught marketing professionals to think about volume and quantity, at least at first.

For example: when they begin with a campaign or a content strategy, the goal is to attract as many prospects as possible.

That’s not wrong, though: that’s how inbound funnel works. You get a lot of people at the top, then narrow the list down to a few that are interested in your product or service.

That implies there is a lot of effort to bring those prospects in, so they can be filtered afterward. At the bottom, only remains those who are a better fit.

Differently, ABM starts with a list of customers that are most likely to buy from you.

That means: instead of a wider audience, you talk to a small group since the very beginning. So, the filtering process happens before the strategy even begins, and that helps your company be even more effective and achieve marketing goals.

In other words, ABM focuses less on quantity and more on getting prospects whose needs match your solutions. You don’t need an awareness phase to be known by many people.

Instead, you go direct-messaging those who may be valuable to you.

Of course, one approach is not necessarily the opposite of the other and there’s not a better one. Both can be applied together.

You can use inbound stages to find names that matter to your business, and then you can talk to them using an ABM perspective.

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What are the benefits of an account-based marketing solution?
Now it’s time to review some of the benefits of account-based marketing solutions.

Less resource waste
If you want to increase efficiency, ABM is the proper solution. With those strategies, your brand will reduce the waste of resources and ideas.

That is because the actions and approaches will be specifically directed towards names that represent a better fit.

It’s not like talking to a more extensive set and then hoping that some of them will respond. Instead, the teams use their energy to turn the best opportunities into actual customers.

A better strategy for a specific audience
As we mentioned before, ABM is about targeting accounts in a more personal way.

So, your personalization improves as you conduct more research on those companies you want to sell.

The marketing teams will have to reflect problems and pain points of all decision-makers and consider every critical aspect of the organization as a whole. So, your content will be ultra-specific.

Also, your team can create personal experiences that address the preferences italy cell phone number list of customers, avoiding frustrations as they go further in the journey toward the purchase.

Those strategies get them engaged and answer the questions they may have, thus building trust and loyalty.

Account-based marketing is also focused on building a long-term relationship between brand and customer. It’s a higher level of commitment and engagement.

Alignment of sales and marketing
Another good thing about ABM strategy is that it aligns sales and marketing teams. After all, one of the main problems with the communication between those two groups is the fact that they usually go after different goals.

While marketers focus on a broader audience, specifically on drawing them into the funnel, salespeople focus on leads that are a good fit.

But as you’ve already seen, the latter is the only objective when you have an account-based marketing approach going on.

So, both teams are on the same page, trying to achieve the same goals.