ABM does not replace inbound marketing as a strategy. Both inbound marketing and ABM involve sales enablement and intent to drive predictable sales outcomes.
Inbound marketing uses a broad content strategy that answers questions so ideal customers or prospects organically come to your business and are primed and ready to engage—or at least more likely to buy.
ABM is also about attracting buyers—but specifically focuses on targeted accounts. From the very beginning when using this method:
- You should identify target companies
- You should identify (ideally multiple) access points
- You need compelling content that is an ‘inch wide and a mile deep’ and appeals to multiple converts in the target account. It must help them connect with you and switch to you when they are ready to buy.
Both inbound marketing and ABM tell a defined audience a helpful and persuasive story. Powerful content drives engagement and significant revenue generation. So, rather than using ABM instead of inbound marketing, think of ABM as a particular blend of inbound marketing.