B2B Inbound Marketing with ABM actions
Posted: Tue Dec 03, 2024 8:44 am
B2B marketers want to have more control over their inbound strategies and accelerate their sales funnel. We present how ABM can complement this strategy and facilitate the achievement of business objectives.
B2B Inbound Marketing with ABM actions
While B2B Inbound Marketing remains essential for generating leads in B2B environments, we find that many marketers want to have more control over this process and accelerate the buying cycle .
This need is the result of an anomalous situation to which marketing departments have contributed (of course, we also include external marketing agencies). In recent years, significant efforts have been invested and different technological solutions have been deployed to capture leads and send to the sales department all those people who have shown even the slightest interest in the offer.
And of course, colleagues in the sales departments have not been very enthusiastic about accepting these leads because of their low value, or because they can contribute little to their commercial objectives (among other things).
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 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 all over 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.
B2B Inbound Marketing with ABM actions
While B2B Inbound Marketing remains essential for generating leads in B2B environments, we find that many marketers want to have more control over this process and accelerate the buying cycle .
This need is the result of an anomalous situation to which marketing departments have contributed (of course, we also include external marketing agencies). In recent years, significant efforts have been invested and different technological solutions have been deployed to capture leads and send to the sales department all those people who have shown even the slightest interest in the offer.
And of course, colleagues in the sales departments have not been very enthusiastic about accepting these leads because of their low value, or because they can contribute little to their commercial objectives (among other things).
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 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 all over 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.