What are the differences between Account-Based Marketing and Inbound Marketing?

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As you have seen, both marketing strategies are based on audience segmentation. However, the main difference between them is the breadth of the groups. While in Inbound Marketing, they are large and include potential customers with similar characteristics, desires and pain points, ABM focuses on the focus and quality of leads.

With Account-Based Marketing, campaigns are cambodia mobile database and aim to reach specific accounts desired by organizations. In other words, all content developed is specifically geared towards the demands of potential customers, which generates high success rates.

Another difference between Inbound Marketing and ABM is that, while the former works with personas, the latter aims to achieve the ideal customer profile (ICP). Despite being similar concepts, ICP focuses on the characteristics of companies, or target accounts. It is built based on historical data from the Marketing and Sales areas, as well as information on purchases and interactions of current customers.

While in Inbound Marketing, brands strive to attract the maximum number of leads, or potential customers, gradually eliminating those that are not qualified, with an ABM strategy, the marketing and sales teams select those accounts that already have some fit with the company.