B2B Marketing Strategies: Inbound + ABM

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Effective B2B Marketing Strategies for Businesses

When planning a B2B marketing strategy, it is essential to have, on the one hand, a 360° marketing vision and, on the other, to use at least two fundamental methodologies: Inbound Marketing and Account-Based Marketing (ABM) .

Inbound Marketing provides content that attracts a large number of users, while list of estonia consumer email ABM makes Marketing and Sales work together to select and propose specific actions that help retain those prospects who are highly interesting at a business level. Inbound also generates content to sharpen an interest in the user, to then nurture it, and finally, convert it into a customer and finally, an ambassador (promoter himself of the brand he has purchased).

ABM, on the other hand, is more specific. Actions are directed at previously identified high-value accounts, to which highly personalized content must be offered.

To put it bluntly: it’s like attracting many fish into a net, including those we’re not interested in (Inbound); or using a spear to catch only those we’re interested in (ABM).

Inbound marketing and ABM: B2B digital marketing strategies

But why is it good to use both in a B2B Digital Marketing strategy? If we simply applied Inbound Marketing we could miss out on great opportunities by not paying enough attention to high-value leads. And, conversely, if we only used ABM we would miss the opportunity to generate another type of audience, which has all the potential to become leads.

For this reason, you need to work with both methodologies in parallel. They complement each other, because Inbound Marketing feeds the ABM funnel.