B2B Inbound Marketing with ABM actions
Posted: Thu Dec 05, 2024 8:09 am
At Aeroplano Lab we insist on the important value of good B2B Inbound marketing strategies , but we believe that we must make them evolve towards marketing strategies that are more aligned with the company's business objectives and that are worked on jointly with the sales departments.
This is where Account -Based Marketing (ABM) plays a relevant role. Reorienting part of the economic, technical and human marketing efforts towards achieving business in those accounts that provide the most value is a winning bet.
There is a lot of literature (mostly in English) on ABM , and certainly, we can find a lot of confusion due to the self-interested leadership that is being carried out by technology companies that sell ABM solutions . At Aeroplano Lab we feel comfortable with this definition:
“ ABM is the design and execution of a joint strategy between the marketing and sales areas in B2B environments that seeks to gain in-depth knowledge of the target accounts that provide the most philippines whatsapp mobile phone number list value (both current and potential customers) in order to provide them with a value proposition through personalized marketing campaigns and thus help these accounts solve their needs.”
If you want to know more about B2B Inbound Marketing and ABM, take a look at this webinar we organized last June.
ABM Webinar
So what do Inbound Marketing and Account-Based Marketing (ABM) have in common?
Audience Obsession: Inbound is traditionally obsessed with understanding the pain points of prospects based on personas, this groundwork is crucial and complements ABM’s obsession with data-backed target account lists that correspond to these personas.
Content that facilitates personalized solutions : Both Inbound and ABM recognize that content is “king,” but not just any content that fits the client’s needs will do. It has to solve problems for target accounts and be customizable based on the channels and media used.
Impact assessment and optimization: Both strategies focus on delivering results that translate into growth opportunities, and they complement each other to the extent that ABM helps boost Inbound’s ability to generate higher-value revenue.
Interaction throughout the entire purchase cycle : Both strategies focus on the fact that completing one cycle of the purchase funnel is not enough; once a customer is acquired, the game starts again. It is essential to “engage” and retain customers again.
How can account-based marketing (ABM) enrich your inbound marketing strategy?
In Spain, we do not have a tradition of business surveys that inform us about the state of the art of B2B marketing, and unfortunately we end up resorting to surveys carried out in more mature B2B markets such as the American one. However, the data shown below do not seem so far away if we contextualize them with the recent survey carried out by the Spanish Association of B2B Marketing and Sales or with the IX Study of commercial networks in Spain 2019-2020 by IESE .
This is where Account -Based Marketing (ABM) plays a relevant role. Reorienting part of the economic, technical and human marketing efforts towards achieving business in those accounts that provide the most value is a winning bet.
There is a lot of literature (mostly in English) on ABM , and certainly, we can find a lot of confusion due to the self-interested leadership that is being carried out by technology companies that sell ABM solutions . At Aeroplano Lab we feel comfortable with this definition:
“ ABM is the design and execution of a joint strategy between the marketing and sales areas in B2B environments that seeks to gain in-depth knowledge of the target accounts that provide the most philippines whatsapp mobile phone number list value (both current and potential customers) in order to provide them with a value proposition through personalized marketing campaigns and thus help these accounts solve their needs.”
If you want to know more about B2B Inbound Marketing and ABM, take a look at this webinar we organized last June.
ABM Webinar
So what do Inbound Marketing and Account-Based Marketing (ABM) have in common?
Audience Obsession: Inbound is traditionally obsessed with understanding the pain points of prospects based on personas, this groundwork is crucial and complements ABM’s obsession with data-backed target account lists that correspond to these personas.
Content that facilitates personalized solutions : Both Inbound and ABM recognize that content is “king,” but not just any content that fits the client’s needs will do. It has to solve problems for target accounts and be customizable based on the channels and media used.
Impact assessment and optimization: Both strategies focus on delivering results that translate into growth opportunities, and they complement each other to the extent that ABM helps boost Inbound’s ability to generate higher-value revenue.
Interaction throughout the entire purchase cycle : Both strategies focus on the fact that completing one cycle of the purchase funnel is not enough; once a customer is acquired, the game starts again. It is essential to “engage” and retain customers again.
How can account-based marketing (ABM) enrich your inbound marketing strategy?
In Spain, we do not have a tradition of business surveys that inform us about the state of the art of B2B marketing, and unfortunately we end up resorting to surveys carried out in more mature B2B markets such as the American one. However, the data shown below do not seem so far away if we contextualize them with the recent survey carried out by the Spanish Association of B2B Marketing and Sales or with the IX Study of commercial networks in Spain 2019-2020 by IESE .