"THE GROWTH BLOG" - A RESOURCE FOR B2B LEADERS, MARKETERS, SALES & SERVICE PROFESSIONALS

How Account Based Marketing and Inbound Marketing work together

Before we get started - some definitions:

Account Based Marketing: “ABM is all about shifting your focus from lots of leads to highly targeted accounts that are very specific organisations and companies that are the best possible fit for your product or service.” - Forbes

Inbound marketing: "Is a technique for drawing customers to products and services via content marketing, social media marketing, search engine optimisation and branding." - Wikipedia

Topics: inbound marketing relationship marketing account based marketing

What Monty Python and your content strategy have in common

Perhaps only a few of the most "experienced" B2B marketers (a.k.a. old) may remember Monty Python's classic Parrot sketch, when the shop owner declares "That parrot isn't dead...it's just resting!" Many B2B Content producers are openly questioning if content marketing is in fact dead. It certainly feels that content has failed to deliver the expected returns it promised in terms of brand awareness, new visitors and leads. Its under increasingly intense scrutiny from those who have to pay for it, and those who produce it.

Is B2B content dead or just resting?

Topics: content marketing