Objectives of Account Based Marketing

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Now that you know what Account Based Marketing is , its main objective is to focus the efforts of the sales and marketing department on the leads that have the greatest chance of working with your company or closing a sale.

Objectives of Account Based Marketing
To do this, it is necessary to distinguish the vp purchasing officer email lists profiles of decision makers and create personalized content according to their interests. Whether it is an article, a mailing or an ebook, what is created must be sent to the prospect through a means that ensures that they receive it.

After that, the sales team must follow up on the prospect's opinions or comments in order to start the conversation. Later we will talk about how to structure an Account Based Marketing vs marketing automation strategy in a more specific way.

Account Based Marketing vs Inbound Marketing
As you may have noticed, ABM has an element of Inbound Marketing in it. The two methodologies are linked, and that is because they share the idea of ​​creating valuable content that lets the prospect know why your service is the best. They are based on making the company known, showing its benefits and then presenting it as the only option among the competition. However, their difference lies in the fact that they start at opposite ends of the funnel.