At Equinet, we are passionate about inbound marketing. But what can it do for you?

  • Fundamentally transform how you are viewed and found in your target market(s).
  • Alter brand perception and how you communicate with customers and prospects.
  • Deliver growth through increased awareness, engagement and helping you close business you otherwise wouldn’t have had.
However, not all leads turn into customers. For those industries with long and complicated sales processes for which a small number of big value deals can be a game-changer, Account-Based Marketing (ABM) can be highly attractive. Inverting the traditional B2B sales and marketing funnel means you can directly target high value, “qualified” accounts. 


ABM is not a product or tactic; it’s a business strategy. It does not replace your inbound marketing strategy. Instead, it enhances it. It would help if you thought of ABM as an additional ‘strand’ in the marketing and sales locker designed to focus on a specific objective—pursuing and closing large deals that wouldn’t be attainable without a special programme.

For example, courting and closing large deals that wouldn’t be attainable without this programme. Or it could be turning an existing account into a Tier 1 account by capturing all of their business through a sustained and concentrated effort. Whatever the objective, the result will be the same - a significant increase in pre-determined revenue that wouldn’t have been possible without a tailored and sustained programme.

This article answers seven fundamental questions about ABM:

  1. What is ABM?
  2. What’s the relationship between ABM and inbound marketing?
  3. What are the six stages of ABM?
  4. What benefits does ABM bring?
  5. What are the implications for Marketing, Sales and Service teams?
  6. What can go wrong?
  7. When is ABM appropriate?

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What is ABM?

Account-Based Marketing (ABM) is a growth strategy in which forensic targeting, both inbound and outbound marketing, sales and operations resources are directed at identified prospects and existing relationships with the intention of unlocking significant sales outcomes and transformative revenue.



The old model uses a large net to fish whereas ABM uses fishing spears to hunt, target and catch a specific fish. It can be highly personalised and is precisely targeted. It is long-term and disciplined. It requires collaboration and alignment between marketing, sales and ideally service teams. 

It is especially relevant for companies with high-value services or product offerings.