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To ABM Or Not To ABM: Is Account-Based Marketing Right For You?

ABM Is Hot, But It’s Not Right For All Types Of Companies

A lot of people are attracted to the newest shiny object. Account-based marketing (ABM) is one of those for people in marketing and sales. It’s white hot right now. Several successful technology companies are promoting ABM, and a lot of marketing experts are talking about how ABM is the only way to market your company these days.

While we agree that ABM does offer marketing and sales leaders an innovative approach to driving awareness at targeted companies, we also believe it needs to be used strategically and that it’s not right for everyone. In this article today, we’ll look closely at who should be considering ABM as one of the tactics in their marketing portfolio, and who should consider leaving it off their list for now.



7 Steps To Account-Based Marketing For Upsell And Cross-Sell Revenue

Driving Revenue With Marketing Tactics Doesn’t Always Mean New Customer Revenue

Account-based marketing is getting a lot of play in terms of new revenue and new customers.

But what about using it to drive revenue for current clients? Why not? A lot of the techniques are the same. Plus, your clients and customers already know you, so while you might be doing some of this already, a more structured account-based marketing plan targeted at current customers should produce more revenue and produce it faster.

The key to making this work is the same as when deploying account-based marketing for new customer acquisition. But as you’ll see below, some of the execution actually gets easier.



Upgraded Content Drives Killer Engagement For Account-Based Marketing

Function- And Vertical-Specific Content Bring ABM To Life

I’ve read a lot about account-based marketing over the past year, and while much is written about targeting, data quality, email outreach and the technology to manage an ABM program, I’ve seen very little written about the importance of content in engaging targets with your sales team.

While those other aspects are important, I think content, stories and the messages youre delivering make the difference between success and failure. It’s so critical that I think the content strategy is even more important than the playbooks that drive touches, workflows and email sequences.



Account-Based Marketing: A Primer For Inbound Marketing Practitioners

Inbound Vs. Outbound? The Lines Are Getting Blurry; Account-Based Marketing Needs Inbound Components

A lot has changed since HubSpot first started talking about inbound marketing back in 2008. One of the biggest changes is the introduction of account-based marketing, a targeted approach to marketing that focuses on key companies and the individual people at those companies in a very strategic and direct way. Instead of marketing to masses, now you’re marketing to individuals.

However, the big difference between traditional inbound marketing and account-based marketing is while inbound attempts to put you where you need to be so prospects find you, ABM attempts to put you in front of people who have not yet started looking for you or what you do. That’s a very big departure from what inbound marketing once was.



Why Account–Based Marketing Is Perfect For Demand Generation Campaigns

ABM Takes Awareness Right To Your Prospect’s Front Door

The challenge with straight demand generation is that it involves a lot of awareness building. You’re trying to tell your story to people who should be interested, but who – for whatever reason – might not be at the time. The message delivery is one to many. You’re telling your story to a big group of people.

Account-based marketing takes that same approach but narrows the delivery. Now the message delivery is one to one; you’re telling your story to one person at a time. This is one reason ABM is so appealing to marketers and so appropriate for sales. It carries a single personalized message with highly contextual content to a top-tiered, highly targeted group.