How Inbound Marketing and Account Based Marketing Aid Business Growth

Two methods have emerged as significant players in driving corporate growth and customer engagement in the ever-changing world of digital marketing: Inbound Marketing and Account-Based Marketing (ABM). While these two techniques may appear to be opposed at first glance, they can operate in tandem to create a powerful, integrated marketing approach that can considerably extend your client base.

Covered in this article

Understanding Inbound Marketing and ABM
The Power of Integration
The Benefits of Combining Inbound and ABM
Implementing an Integrated Inbound and ABM Strategy
How Velocity Can Help

Understanding Inbound Marketing and ABM

Inbound marketing is a customer-centric approach that focuses on attracting customers through valuable content and experiences tailored to them. It's about being found by the ideal audience and building trust. This strategy uses content marketing, social media marketing, SEO, and branding to draw customers to products and services.

On the other hand, ABM is a targeted B2B strategy that concentrates marketing and sales resources on a specific set of ideal customers. It uses highly personalised communications to attract, engage, and convert these key accounts, securing significant revenue growth.

The Power of Integration

When combined, inbound marketing and ABM can create a potent marketing strategy. The inbound methodology lays the foundation by creating high-value content that attracts a broad audience. Then, ABM takes this a step further by identifying specific high-value prospects and tailoring the content and communication to these accounts.

This integrated approach allows businesses to use their resources more efficiently, targeting their efforts where they are most likely to yield results. It combines the broad reach of inbound marketing with the focused approach of ABM, resulting in a strategy that attracts the right audience and then engages them in a highly personalised way.

The Benefits of Combining Inbound and ABM

The integration of inbound and ABM offers several benefits:

1. Efficient Use of Resources: By focusing on high-value accounts identified through inbound strategies, businesses can use their marketing resources more efficiently.

2. Personalised Engagement: ABM allows for highly personalised communication with prospects, increasing the chances of conversion.

3. Increased Revenue: The focused approach of ABM, combined with the broad reach of inbound, can lead to increased revenue by attracting and converting high-value accounts.

4. Improved Customer Experience: The combination of inbound and ABM ensures that customers receive content and communication that is highly relevant and personalised, improving their overall experience.

Implementing an Integrated Inbound and ABM Strategy

The first step in integrating inbound and ABM is to identify your ideal clients and the businesses that fit this profile. Once you have this information, you can create content tailored to these targets and use ABM strategies to engage them in a personalised way.

The key to successful integration is understanding your audience and delivering content that resonates with them. This requires a deep understanding of your customers' needs, behaviours, and preferences, which can be obtained through thorough research and analysis.

How Velocity Can Help

At Velocity, we understand the power of integrating inbound marketing with ABM. We have the expertise and experience to help you identify your ideal customers, create high-value content that attracts them, and engage them in a personalised way through ABM.

We can help you implement an integrated inbound and ABM strategy that will drive business growth and expand your client base. Contact us today to find out how we can help you take your marketing to the next level.