Last Updated on July 8, 2025 by admin
Imagine the world of account-based marketing, where you start the sales process by selling directly to your best-fit, highest-value accounts.Imagine the world of account-based marketing, where you start the sales process by selling directly to your best-fit, highest-value accounts. No wasted time trying to market to unqualified leads who aren’t the right fit for your business. You can move straight into the phases of engaging and delighting your target accounts. Talk about efficiency, right? Account-based marketing allows you to weed out less valuable companies early on and makes sure that Marketing and Sales are in complete alignment. In return, your team can leap into the critical processes of engaging and delighting target accounts much faster. ABM helps your business work and communicate with high-value accounts as if they’re individual markets. By doing this — along with personalizing the buyer’s journey and tailoring all communications, content, and campaigns to those specific accounts — you’ll see greater ROI and a boost in customer loyalty. In this post, we’ll take a look at the benefits of account-based marketing and how to create an ABM strategy. But first, let’s review its relationship with another important strategy: inbound marketing. Account-Based Marketing and Inbound Marketing Batman and Robin. LeBron and D-Wade. Peanut butter and jelly. Arguably, some of the strongest partnerships ever to exist. These dynamic duos are forces to be reckoned with. Similarly, when paired, account-based marketing and inbound marketing have the power to make waves (the good ones) for your business. You might be wondering, “How exactly does this partnership work?” Well, we just reviewed the definition of account-based marketing — as you learned, ABM is a highly targeted strategy. Meanwhile, inbound marketing is more foundational — this methodology and growth strategy allows you to attract customers through the creation of valuable content, SEO, and a delightful customer experience. Rather than interrupting your target audience and customers (as you would with outbound marketing), inbound marketing allows you to give your audience the information they want when they want it. Inbound lays the foundation for a strong ABM strategy by allowing for highly targeted and efficient resource allocation of high-value accounts. Here are a few more reasons to employ both ABM and inbound marketing strategies at your company: Inbound marketing helps you attract target accounts and then ABM accelerates the flywheel so you can win and delight those accounts with a remarkable customer experience. Inbound marketing lays the foundation for a strong ABM strategy — ABM builds off of inbound by allowing for targeted and efficient resource allocation of high-value accounts. With this combined approach, you attract a broader group of prospects than you would while using just one method. Your content has a two-for-one value — you can create and use content that serves both an ABM and inbound strategy (such as adding a personalized case study for a target account that you also share on your website). Software — such as HubSpot’s account-based marketing tool — exists to make it easy to implement ABM and inbound strategies in a complementary way. TL;DR: Combine ABM and inbound marketing to grow better. There are many benefits associated with account-based marketing. We’ve compiled this list of results that positively impact all types of businesses. 1. Keeps marketing and sales aligned. Cross-team collaboration and improved communication across any organization are beneficial to growth. In account-based marketing, this transparency and alignment will confirm that your marketing and sales teams are focused on the same goals, stick to the mutually agreed-upon budget, and understand the specific roles of each internal stakeholder. This alignment helps make sure all communications, interactions, and content are consistent for the accounts you work with. Meaning, no matter how long an account works with your company, your team members can pick up where others left off at any point without question — this creates a seamless and delightful customer experience. 🧡 The easiest way to support internal account-based marketing alignment is with the help of software, like HubSpot, which makes connecting your marketing and sales teams exceptionally easy. 2. Maximizes your business’s relevance among high-value accounts. Account-based marketing requires you to personalize everything (such as content, product information, communications, and campaigns) for each account you invest your resources in. Through this personalization and customization, your relevance among these accounts is maximized. That’s because your content and interactions are tailored in a way that shows them how your specific products, services, and other offerings are what they need to solve their challenges. Meaning, ABM allows you to angle your business in a way that makes it the most relevant and ideal choice for your target accounts. 3. Delivers consistent customer experiences. For your ABM strategy to be remarkable, you must create a long-term sense of delight among your accounts. Each account should feel as though they’re your business’s market of one. Tackle this by offering consistent customer experiences. ABM is a strategy that requires major alignment between Sales and Marketing — so home in on that when working to deliver those consistent experiences. Confirm all team members are aware of where an account is in the buyer’s journey — then, deliver personalized and prompt communication, campaigns, product information, and pricing details. 4. Measures your return on investment. With account-based marketing, you can easily measure return on investment (ROI) for each account you invest your resources and time in. This is beneficial because you can confirm whether certain accounts you invested in were ideal for your business. Then, you can nurture and delight those accounts long-term to keep them, as well as recognize and target similar accounts in the future. If your ROI proves the ABM tactics you used worked, use that data to propel your strategy forward. 5. Streamlines the sales cycle. Depending on your business, industry, and resources, the sales cycle typically looks something like this: 1) Prospect → 2) Connect → 3) Research → 4) Present → 5) Close → 6) Delight With account-based marketing, this cycle is streamlined — by focusing your efforts on