Inbound marketing vs. Account-based marketing: Diverging or aligning strategies? – Econsultancy
“For the most part they do differ.
- Inbound marketing starts when a visitor looks for your content. An account-based approach requires you to go out into the world and talk to your ideal prospect directly, not wait for them to appear.
- Typically deal sizes will be larger for ABM than inbound marketing.
- Despite technological advances, ABM is still limited in scale versus inbound marketing so typically there will be a larger number of deals.
The right approach clearly depends on who your company sells to. Obviously you are a company selling to businesses, but an account-based approach, even one using the latest techniques, does not work if the average lifetime value of your largest clients is small. In this scenario an inbound marketing approach is still the best approach.”
Diverging. Pick one.
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