A Framework for the Intersection of Account-Based Marketing with Predictive Marketing

"The Marketing world is ablaze with talk of “ABM” — account-based marketing — but inbound marketing isn’t going away. It still delivers great results (especially when predictive scoring is in the mix), however inbound takes a long time. That’s why we’re seeing an increasing convergence of ABM and inbound strategies. ABM isn’t necessarily a “new” strategy, but rather a change in the optics of marketing. If we take off the lens of Leads and look through the lens of Accounts, there’s a great opportunity to revisit our outbound strategies and figure out how to master them.