Is ABM all it’s cracked up to be or a flash in the pan?

Is ABM all it’s cracked up to be or a flash in the pan?

Nov 12, 2019 | Content

ABM or Account Based Marketing has become the ‘talk of the town’ recently, with several agencies that specialise in ABM marketing, touting its superiority over Inbound Marketing. However, for its advantages, there also some disadvantages to consider and questions about whether an ABM model is a viable strategy for all businesses.   What is ABM?   In a nutshell, Account Based Marketing works by targeting competitors that are similar to a client’s key accounts. By considering their similarities, differences and heavily researching the decision makers at the target business, the client can target them directly with highly personalised and influential content. The relationships that are fostered and the content provided will then ultimately persuade each and every decision maker to consider the client in question, as the best potential partner.   How is it different to Inbound Marketing? A lot of the content that Inbound marketing produces (emails, whitepapers, case studies etc.) are still relevant but, because the ABM strategy is so personal it takes considerably more time and resources to target individuals rather than markets. An ABM agency may already use buyer personas, but this takes it to a new level, increasing engagement and relevance for each target. Sales and Marketing must be accurately aligned for a successful ABM strategy. It’s no good creating marketing content if it doesn’t correlate with the struggles of those businesses that are being targeted. Equally, Sales teams could seem to be cold calling when the personalisation and research has not been done properly on each key decision maker. For most, businesses will require a mix of both Inbound Marketing and ABM to...