Is account-based marketing right for your company?

STEVE ROBINS | January 6, 2016

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Its inbound marketing strategy was designed to drive user traffic back to the site via compelling content. Its outbound marketing strategy used more traditional communication tactics to reach consumers via email.For the growing company, inbound drove some demand, but it took too long to kick in and wasn't sufficient on its own. Outbound email wasn't working either: Each new name the company acquired was of lesser quality than the one that preceded it. They were running out of good names to market to. "The results weren't worth the effort," said Joe Chernov, VP of marketing at InsightSquared. "That led us to change our marketing model."As the company considered its options, it looked at account-based marketing (ABM), which coordinates marketing and sales activities on targeted accounts. ABM moves away from mass marketing to make marketing tactics more efficient by targeting the accounts most likely to close. Where traditional marketing assailed a mass audience with generic messages, ABM tailors messaging to each targeted prospect account, groups of accounts or personas within accounts.

Spotlight

The Point Group

As a full-service, integrated marketing communications firm, The Point Group creates compelling connections between brands and their audiences. From public relations to media planning, digital marketing to brand identity, our integrated marketing model is built on our clients’ needs large, small, local or global – not on us trying to sell a specific type of service. Whether focusing on B2B or B2C, for us, marketing is a strategic solve to a business challenge one that deserves business results. In short, we don’t just build brands. We build your business.

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