Account-Based Marketing vs Inbound Marketing: Which is the better of the two?
Isn’t marketing much easier when you know exactly which companies to target and what marketing messages to deliver that would resonate with them the most? That’s the dream. Given that we don’t live in a perfect world, we do live in one where inbound marketing and account based marketing exist. But when the two strategies converge, this dream can become a reality.
To begin with the basics, inbound marketing creates SEO-optimized content that attracts, delights and converts customers doling out information that’s important to them in an organic manner whereas account-based marketing takes a more focussed approach towards prospects aligning marketing and sales to deliver a personalised experience for a select set of accounts instead of an individual buyer. The best fit for a B2B marketing agency selling high-value products or services is opting for account based marketing services. But inbound and account-based marketing have a common ground in requiring a deep understanding of your target buyer to inform what type of content needs to be curated and how you can choose to deliver it. This increases the discoverability of your content by that target.
You can easily recycle and remodel the content
and use the same channels for account-based marketing as you’ve already put
into place with inbound. Basically, what account-based marketing does is takes
that foundational content and personalizes it even more. At the end of the day,
both inbound and account-based marketing focus on delivering a great buying
experience across the entire flywheel. Account-based marketing just helps
accelerate the flywheel once the inbound foundation is in place.
The Flywheel Model
Additionally, account-based
marketing services focus on a specific set of accounts curating targeted, personalized
content that provides more opportunity to focus on the happiness and retention
of those clients. This is another essential part of the inbound marketing
flywheel. To put it another way, inbound marketing helps you attract the right
customers post which account based marketing uses sales and marketing to speed
up the process of the flywheel providing a valuable customer experience. In the
end, both of these strategies enable you to win those target accounts. Using
inbound and account based marketing in partnership can help elevate your
company’s entire marketing strategy. Thus, it is critical to use account-based
marketing the inbound way- providing valuable content and customer experiences
to those high-value accounts.
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