Best practices for Integrating both ABM and Traditional Marketing Strategies
While currently there is a discussion on the type of B2B marketing ranging from traditional models to the relatively new models like account-based marketing. Businesses should, therefore, familiarize and understand the parity, specialty, and/or differences of any of them should they intend on using the models for marketing applications. In this article, let us elaborate on how ABM functions in contrast to the conventional other B2B marketing technique and discover more about the strengths and have a glance at the weaknesses of the two, together with some practical information on how the both might be properly combined.
1. Main Characteristics of ABM and Traditional B2B Marketing
Before moving forward with the comparison it is important to understand what ABB and traditional B2B marketing are and which processes they include.
ABM on the other hand is a strategic marketing technique of marketing a definite account by incorporating a unique targeted marketing message to it. It is a marketing model which aims at synchronizing marketing and sales efforts based on targeted accounts while at the same time taking a broad approach.
B2B marketing has however been widely classified as a broader concept of marketing where companies embark on general marketing strategies that address a huge number of consumers. This usually uses strategies like content marketing, email marketing, trade shows, and advertising to identify potential Leads and take them through the Sales Funnel Process.
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