Account-based marketing (ABM) is getting a lot of interest from marketers in B2B as a strategy that radically upends and refocuses the way that businesses approach marketing outreach.
Essentially, account-based marketing – as the name implies – focuses marketers’ efforts on the accounts that matter most.
Rather than casting as wide a net as possible with marketing and then progressively narrowing things down, marketing and sales (who need to be very closely aligned in ABM) work to identify the ideal target accounts for their product, and tailor their outreach towards those entities.
It’s an approach that might seem, at first brush, to be at odds with content marketing, which is typically used for outreach, visibility and awareness, and generating top-of-the-funnel interest. Concerned content marketers might be asking: how exactly is our content strategy meant to fit with ABM?