Recent focus on #ABM – Account Based Marketing – has spurred a lot of conversation about how ABM differs from Inbound Marketing. Our view is that these descriptive labels essentially are all attacking the same challenge of driving sustainable revenue growth. ABM is more focused on engaging, converting and expanding an account – a typical B2B sales and marketing challenge. Inbound Marketing is a more generic process of lead generation and lead conversion though an attraction principle – using content and permission marketing to attract leads (people) to your brand or website for nurture and sales conversion.
We focus on the concept of Revenue Architecture – a customized approach to align your business model with your revenue generation model and to unify the sales and marketing process.
Here are some ways that account based marketing and inbound marketing are different.
