By Brenna Lofquist, Marketing Consultant at Heinz Marketing
Account Based Marketing (ABM) has been a hot topic in the B2B Marketing world within the past year or so. Companies are transitioning from casting a wide net to bring in as many leads as possible to targeting specific, key accounts that fit a predefined criteria.
A little more background on ABM
For those that might not be as familiar
The predefined criteria usually represent a company’s Ideal Customer Profile (ICP), a holistic representation of the types of companies that best fit their product offerings or services. This goes back to the important distinction of ABM – the focus is on targeting companies, not individuals.
Messaging and content are tailored to align with the company’s unique interests and needs which is a different approach from traditional inbound marketing where the focus is on targeting buyer personas at the individual level.
The disconnect
Essentially with ABM you are asking