A big part of that has to do with a lagging alignment between marketing and sales within many organizations – while this number is almost double what it was last year, only 60% of businesses say they’re somewhat or tightly aligned with sales. An organization takes an individual prospect or customer account – these are companies, not individual people – and treats it like its very own market, or a market of one. Our sales team uses ABM and inbound marketing. They have a set list of target accounts, and use inbound marketing leads to supplement those accounts.
- ABM is essentially a form of strategic business marketing. An organization takes an individual prospect or customer account — these are companies, not individual people — and treats it like its very own market, or a market of one.
- These days, customers really don’t enjoy feeling like they’re being sold to. That’s why it’s crucial that your marketing — even when account-based — provides value, and doesn’t push products.
- Finding your target audience is a fundamental piece of successful marketing. Remember, we’re dealing with organizations here, not people — so don’t get this step confused with developing personas.
“Even with the best content to reach your accounts, it won’t be very effective if you don’t use the right channels to promote it.”