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Account-based marketing is not quite the same as inbound marketing, but it could be considered a companion approach. If you’re going to make the most of ABM, keep at least one eye on your inbound marketing strategy.
For the uninitiated, inbound marketing involves laying bait for your potential consumers and waiting for them to come to you. We’ll shortly discuss how SEO aids ABM in greater detail, and inbound marketing will factor heavily into this. The online presence of your business, most notably blogs and social media accounts, will frequently be discovered through organic internet searches.
However, the core difference is that ABM is active whereas inbound marketing is p***ive. Both approaches involve appealing to the core interests of your target audience, but with ABM, you’ll be approaching the consumers in question. Let’s return to our example of creating cellphone protectors for Samsung products.
You could create content that will potentially attract their attention – blogs with titles like ‘This is the perfect protective barrier for a Galaxy S22’ and infographics on how and why your product will benefit users. This will take a long time to see results, though – and even then, you’ll need to ensure that the right employee from the right department at the right company gets in touch. ABM means reaching that employee yourself.
Overall, there is definitely a place for inbound and account-based marketing under the same umbrella – often working side by side. Both approaches will show potential consumers that you understand, and care about their interests. Just know that an ABM strategy is likelier to yield an immediate investment return. 97 percent of businesses claim to see greater results from ABM than any other marketing approach.
For the uninitiated, inbound marketing involves laying bait for your potential consumers and waiting for them to come to you. We’ll shortly discuss how SEO aids ABM in greater detail, and inbound marketing will factor heavily into this. The online presence of your business, most notably blogs and social media accounts, will frequently be discovered through organic internet searches.
However, the core difference is that ABM is active whereas inbound marketing is p***ive. Both approaches involve appealing to the core interests of your target audience, but with ABM, you’ll be approaching the consumers in question. Let’s return to our example of creating cellphone protectors for Samsung products.
You could create content that will potentially attract their attention – blogs with titles like ‘This is the perfect protective barrier for a Galaxy S22’ and infographics on how and why your product will benefit users. This will take a long time to see results, though – and even then, you’ll need to ensure that the right employee from the right department at the right company gets in touch. ABM means reaching that employee yourself.
Overall, there is definitely a place for inbound and account-based marketing under the same umbrella – often working side by side. Both approaches will show potential consumers that you understand, and care about their interests. Just know that an ABM strategy is likelier to yield an immediate investment return. 97 percent of businesses claim to see greater results from ABM than any other marketing approach.
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