You can catch a lot of fish with a net …but most of them you’ll throw back.
You’ll catch fewer fish with a spear …but every one of them is a keeper.
Content marketing attracts a large audience, mostly through search engines, social media and email marketing. But only a small percentage of this audience will match your ideal client profile.
Account-based marketing begins with identifying your ideal clients, then targeting this small, specific group directly. So 100% of the audience is relevant. It’s automatic sales-marketing alignment. And it engages prospects earlier in their process before they go to Google.
But you still need something to attract these prospects somehow. You need a hook. That’s where content marketing comes back in.
The best ABM strategies have a content component. When you combine ABM with content marketing, you’re doing account-based content marketing (ABCM or ABC Marketing).
Account-based content marketing doesn’t require a large budget, unlike a lot of tech-driven ABM programs. But it does require some content marketing muscles. Here are the key …