There is no doubt that inbound marketing has revolutionized marketing campaigns in today’s world.
But does inbound marketing consistently work?
Generally speaking, it can but it definitely takes too long: Results can take months to come to fruition, and the leads you do generate might not be the ones your business really needs.
A successful inbound marketing campaign takes audience targeting, a variety of different types of content depending upon funnel stages, and perfectly synchronized integration between sales and marketing. This process is tedious and rarely executed as designed.
As a result, you can spend many months on producing content and only see trickles of unqualified leads and/or small deals come through your door. In addition to that, inbound marketing targets a very specific buyer:
High-level executives aren’t sitting on your webinars during their busy schedules.
The biggest customers don’t sign up after a blog post.
They get referrals. They vet. And they build rapport through personalization before ever signing on the dotted line.
If your inbound marketing strategy is failing to produce results, add account-based marketing.
- Inbound marketing campaigns can be tedious because they require targeting specific audiences, creating multiple types of content, and perfect synchronization between marketing and sales.
- Sales methods like targeting (sponsoring) decision makers at events, offering customized plans or even direct mail can help you cultivate real, genuine relationships with big-time leads.
- Lead Generation and ABM should be seen as strategies that complement each other.
“What account-based marketing seeks to achieve: focus on identifying and qualifying ideal prospects FIRST, before trying to get them deep into your funnel.”
Image: Celsius International