Account-Based Marketing (ABM)
Calibrate the sniper scope and land opportunities with your target accounts.
Account-Based Marketing vs. Traditional Marketing
In the early 2000s, marketers would cast wide nets, hoping to attract as many sales leads as possible. The basic philosophy at the time was that, if you attracted enough fish into the net, you’d likely have a few keepers in there.
Recently, a different marketing philosophy has surfaced, one that ditches the net and substitutes a spear – account-based marketing. Now, instead of waiting for fifty fish to swim into your net, hoping the one fish you truly want was in there. With ABM, you’re laser-focused on that one fish from the jump, and you’re committing resources to hauling that prized fish into the boat.
In short, where you were searching amongst your leads – filtering out those target companies that seemed like they would be great clients before, with ABM, you begin with target companies. You identify the best opportunities and then proactively go after them.
Flip the traditional funnel with account-based marketing:
