5 Account-Based Marketing Misconceptions Clarified. However, as digital and marketing automation trends continue to catch on, marketers and industry leaders have rebranded and developed the concept into what we now know to be account-based marketing. ABM is incompatible with inbound and demand generation marketing Some ABM skeptics say that account-based marketing is purely outbound. Highly personalized content such as eBooks, whitepapers, and even webinars can be extremely valuable in reaching your target account while cultivating a business relationship. This means that they’re complementing their traditional marketing strategies with ABM to target more valuable accounts. ABM is only for million-dollar accounts While it’s true that ABM focuses on a handful of highly qualified prospects that can potentially generate higher revenue than others, ABM isn’t simply about targeting just a few big accounts. This is what makes account-based marketing incredibly effective for B2B marketers. There is only one kind of ABM Account-based marketing can be customized to work with any business size or industry. According to ITSMA, there are three types of ABM that are currently being utilized in today’s marketing landscape namely strategic ABM, ABM lite, and programmatic. ABM is just a duplication of the sales team’s approach In account-based marketing, both the sales team and marketing department work closely together to determine their target accounts and achieve the same goals.
Account-based marketing has been generating a lot of buzz over the last few years. And despite the fact that 90% of B2B marketers acknowledge the advantages of ABM, only 20% of companies are actively using this tactic. The wide gap can be attributed to skepticism due to misconceptions about ABM.
Even if ABM proponents and influencers are spreading the good news about it, it’s not that easy for companies to make the switch from mass or segmented marketing to account-based marketing. But let me tell you it’s worth the time, energy, and resources.
Let’s debunk the misconceptions surrounding ABM to help you make the right decision when you’re reassessing your marketing approach.
ABM is a totally new concept
The concept of account-based marketing has been around since… forever. Think about it, marketing and sales professionals zero in on target organizations that they want to include in their clientele. This has been going on even before marketing went digital.
Many B2B marketers believe that the ABM approach was already being applied in the past, albeit without a systematic process. In fact, the term “account-based marketing” was coined by the Information Technology Services Marketing Association (ITSMA) more than ten years ago.
However, as digital and marketing automation trends continue to catch on, marketers and industry leaders have rebranded and developed the concept into what we now know to be account-based marketing.
ABM is incompatible with inbound and demand generation marketing
Some ABM skeptics say that account-based marketing is purely outbound. However, inbound marketing also plays a significant role in successful ABM campaigns.
Highly personalized content such…