Knowing your audience deeply is an essential part of any marketing strategy. But account-based marketing takes it a step further by developing personalized offers for each potential customer.
Together, marketing and sales develop a strategy to group buyers into accounts, rather than treating each individual buyer as a customer. This way, sales and marketing can create impressions of a buyer based on the group of buyers in an account.
Account-based marketing is ideal for high-value products and services. Many B2B companies benefit from this type of marketing due to the complexity of the sales process.
The Benefits of Account-Based Marketing
- Encourages close collaboration between sales and marketing
- Focuses on how to satisfy the needs of a specific subset of customers
- Encourages a personalized content strategy
- Can shorten the sales cycle
- Often results in higher return on investment
Cons of Account Based Marketing
- Often too complex for simple, low-value products
- More difficult to get started as it requires deep understanding and audience segmentation
- More training is required to work effectively.
Where Inbound and Account-Based Marketing Meet
Once you have a better understanding of each of these types of marketing, you can begin to explore their similarities.
- Both are aimed at creating dynamic interactions with customers – from strangers to brand advocates.
- Once you’ve developed an inbound strategy, account-based marketing helps speed up the process by segmenting your audience and gaining a deeper understanding of what subgroups within your business need and care about.
- Both strategies focus on creating targeted, highly france business email list personalized content and experiences for customers.
- Both strategies are aimed at retaining and delighting product database and sales estimator customers, but account-based marketing is even more personalized, making it even more effective for customer retention strategies.
When used together, inbound marketing helps you attract fax database new customers, and account-based marketing accelerates the three-step inbound marketing process, delivering an even more valuable customer experience through a deep understanding of specific segments of your audience.