You’ve heard the debate: Account-Based Marketing (ABM) vs. Inbound Marketing. Which one is better? Some say ABM is the sniper rifle of marketing, while inbound is like setting out a fishing net and hoping for a big catch. But here’s the thing—they’re not rivals. In fact, when you pair ABM and inbound marketing together, they become like the ultimate marketing duo—think peanut butter and chocolate. Alone, they’re good. Together? They’re magic.
At (un)Common Logic, we’ve seen firsthand how this combo turns your marketing into a powerhouse strategy. Ready to find out how to make ABM and inbound marketing your secret sauce? Let’s dive into what each does, how they differ, and why you don’t need to choose between them—you just need to make them work together.
Inbound Marketing: The Friendly Host
Think of inbound marketing as the friendly host of your marketing strategy. It’s the person who puts out snacks, opens the door, and invites anyone in who’s looking for a solution. Inbound marketing draws people in with helpful, educational content—think blog posts, guides, and webinars. It’s about creating content that’s there when people search for answers.
Inbound fills the top of your funnel, bringing leads to your door, but it can also be a slow burn. You’re casting a wide net and might end up with a mix of high- and low-quality leads. Not every visitor is a big fish—but it’s great for building awareness.
Account-Based Marketing (ABM): The Sharpshooter
While inbound’s laying out the welcome mat, ABM is more like a sharpshooter. It’s all about precision. You’re not waiting for leads to come to you; you’re going after the accounts you know are perfect for your business. ABM flips the funnel, focusing on the high-value accounts that really move the needle.
Instead of trying to get a whole bunch of leads, ABM focuses on quality over quantity. It’s about personalizing every message, email, and ad specifically for key decision-makers at your target accounts. You’re aiming for the best, not the most.
ABM vs. Inbound: What’s the Difference?
1. Audience Size
- Inbound: Casts a wide net, pulling in leads from all directions. It’s like sending out invites to a massive block party.
- ABM: Focuses on a small, select group of high-value accounts. It’s like an exclusive VIP guest list.
2. Personalization
- Inbound: Starts broad and gets more personalized as leads engage.
- ABM: Personalization from the get-go. Every touchpoint feels custom-made for the account.
3. Sales and Marketing Alignment
- Inbound: Marketing does the heavy lifting upfront, then passes leads to sales.
- ABM: Sales and marketing are BFFs here, working side-by-side from day one to close those big deals.
4. Success Metrics
- Inbound: Looks at website traffic, lead generation, and conversion rates.
- ABM: Focuses on account engagement, deal size, and revenue from target accounts. It’s all about how big the fish are, not how many are in the net.
Why You Should Mix ABM with Inbound
Here’s where the magic happens: ABM and inbound marketing are better together. When combined, they help you attract a broad audience and then narrow your focus to close high-value deals.
ABM Sharpens Inbound’s Focus
Inbound marketing is great for filling the funnel with leads, but not all leads are created equal. This is where ABM swoops in with its laser focus. It helps you identify the highest-value accounts from that broad pool and gives you a game plan to go after them with personalized, targeted outreach.
Inbound Builds Awareness, ABM Closes the Deal
Think of inbound marketing as the brand awareness engine. It attracts people to your content and warms them up. ABM steps in to seal the deal with personalized, direct communication to your high-value prospects.
Inbound Content Feeds ABM
Guess what? All that content you’re producing for inbound can supercharge your ABM strategy. Take that high-performing blog post and turn it into a customized email, or repurpose your webinar content into a personalized ad for a specific account. ABM gets to use all the inbound goodies—you’re not starting from scratch.
How to Get Your Team on Board
Convincing your team to combine ABM and inbound? Easy peasy.
1. Start Small with a Pilot Program
At (un)Common Logic, we always recommend starting with a pilot program. Pick a few key accounts, align sales and marketing, and test the waters. This will give your team a chance to see how powerful ABM is without overhauling everything at once.
2. Show the Data
Stats speak louder than words. ABM has been shown to drive 200% more revenue and improve customer retention rates by 36%. We can help you present these metrics and prove that ABM and inbound together are a force to be reckoned with.
3. Break Down Silos
ABM works best when sales and marketing are working together. Host workshops, run strategy sessions, and get both teams on the same page. (un)Common Logic can help you break down those silos and create a unified, well-oiled machine.
Clearing Up Common ABM Misconceptions
1. “ABM is only for big companies.”
Nope! ABM isn’t just for the big guys. Even if you’re a smaller business, focusing on a few high-value accounts can lead to major wins. (un)Common Logic has seen companies of all sizes make ABM work for them.
2. “ABM limits your pipeline.”
Sure, ABM narrows your focus, but that’s the point. You’re going after quality over quantity, and those leads are more likely to convert. It’s not about more leads, it’s about the right leads.
3. “ABM is too expensive.”
While ABM can feel like a bigger upfront investment, the ROI is massive. You’re building long-term relationships with high-value accounts that result in larger deals and higher customer retention.
FAQs About ABM and Inbound
- Can ABM and inbound marketing work together?
- Absolutely! Inbound attracts a broad audience, and ABM zeroes in on the high-value accounts. Together, they build awareness and close deals faster and more effectively.
- What tools do I need for ABM and inbound?
- At (un)Common Logic, we help you integrate tools like HubSpot, Marketo, or Terminus to manage both ABM and inbound campaigns seamlessly.
- What’s the best way to measure success with both?
- For inbound, look at traffic and lead volume. For ABM, focus on account engagement and deal size. We help you set the right KPIs for each strategy.
Ready to Level Up Your Strategy?
At (un)Common Logic, we believe in the power of combining ABM and inbound for maximum impact. It’s not about choosing one over the other—it’s about creating a strategy that captures attention broadly and closes deals with precision. Let us help you turn curiosity into conversions and leads into long-term clients with a tailored ABM-inbound combo that works.
Learn more about how we can help, and let’s get started!