In contemporary B2B marketing, there is a debate between conventional and innovative approaches such as account-based marketing. It is therefore important for businesses to have adequate knowledge and comprehension of the relative specialties, advantages, and discrepancies of any of them if they wish to employ them as marketing tools. In this article, let us go deeper into the discussion of how ABM works against the traditional B2B marketing method and learn more about the advantages and disadvantages of the two, as well as helpful tips on how to integrate both effectively.
1. Defining ABM and Traditional B2B Marketing
To facilitate our comparison of ABM and other forms of B2B marketing, let’s first define what ABM and traditional B2B marketing entail.
ABM is a strategic marketing approach which addresses a particular account with a specific focused marketing communication. It is a marketing model that seeks to coordinate marketing and sales on the basis of specific target accounts while going broad.