Question
While ABM is highly effective for targeting high-value B2B accounts, there are other marketing strategies that can outperform ABM in certain scenarios. These include Inbound Marketing, Content Marketing, Social Media Marketing, and SEO. Inbound Marketing focuses on creating valuable content and experiences tailored to potential customers, attracting them to your business. Content Marketing involves creating and sharing valuable free content to attract and convert prospects into customers. Social Media Marketing uses social media platforms to connect with your audience, build your brand, increase sales, and drive website traffic. SEO, or Search Engine Optimization, is the process of improving your site to increase its visibility when people search for products or services related to your business in Google, Bing, and other search engines.
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Account-based marketing, or ABM, is used to target large B2B accounts and customize campaign strategies for each account's unique needs. 87% of marketers say ABM outperforms other marketing efforts. It's the opposite of the traditional "spray and pray" marketing strategies that try to attract as many accounts as possible and then narrow down. Since it targets just a handful of high-value accounts, teams that use ABM can spend less resources on the unsuitable leads that don't end up converting.
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