Without going to the extreme of this statement, since Inbound is still a very efficient strategy, it is true that ABM presents very interesting innovations . It has allowed B2B companies to approach the right customers while they are still waiting to receive the right message. The circle is closed.
This is a much more effective method of achieving ROI , whether we are talking about time investment or profit, since it prioritizes the profile of the contacts and creates highly specialized qatar mobile number list content, in addition to accurately measuring the impact of the strategy using different tools and metrics. It is a sales department's dream.
Inbound marketing has some limitations that a well-implemented ABM strategy overcomes. Inbound marketing prioritizes quantity over quality, and there is less synergy with the sales department, since it does not take into account how the latter is organized nor does it contemplate purchasing committees. It is usually aimed at more atomized markets and we could say that its model is reactive.
In Account-Based Marketing , on the other hand, we are talking about a highly personalized approach . Programs are designed and executed that focus on impacting and facilitating the growth of very specific accounts. The wheat is separated from the chaff.
Messages and campaigns are tailored to the profile as much as possible, and synchronized inbound and outbound techniques are used throughout the purchasing process. This multiplies the results, exceeding the 0.3 to 1.5% conversion rate provided by an inbound strategy.
If we were to use a war metaphor, Inbound would be like sweeping a wide area with bombs in which a target is located, while ABM would be like aiming with a precision drone. If we prefer a marine metaphor: one would be like fishing with a net and the other with a harpoon.
Its methodology is based on selecting accounts and profiling them . Precise content and messages are generated, adjusted to the profile and moment, relevant and interesting for each account. Then, a set of specific interactions are designed and applied while a measurement system is implemented to determine the evolution of that high-quality account. Its effectiveness is based on this ability to address a wide spectrum of personalization highly adapted to the target client or company.