Account-based marketing is a highly effective strategy, known for its exceptional ROI, excellent targeting practices, and overall streamlined efficiency.
However, it takes a decidedly different approach, turning the traditional marketing funnel on its head and exploring new tactics for target audience outreach, engagement, and advocacy.
Account-based Marketing and Pipeline Marketing Compared
Comparing this marketing style to another proven effective method, Pipeline Marketing, can help B2B marketers determine which of the two is best, or if a mix of both could serve their organization well. Take a look at this infographic and decide for yourself.
Pipeline marketing tracks prospects through to revenue
Pipeline marketing is a form of demand generation that focuses on full-funnel tracking in order to measure a marketing department’s impact on the bottom line.
Rather than zeroing in on one specific funnel stage, or blindly throwing leads over the fence to sales, pipeline marketers track their anonymous visitors through to lead conversion, and then they follow those leads through the funnel until they become customers. Or, if they don’t become customers, pipeline marketers can find out which marketing activities are low converters or poor methods of outreach.
Account-based marketing targets their audience by account
Account-based marketing takes a by-company approach, where potential customers are identified and then personalized messages are extended to the users, influencers, and decision-makers at that organization.
Effective account-based marketing requires advanced martech tracking, so both types of marketing can be considered equal in this regard. But the question remains -- is it better to host an open house where prospects can arrive at your doorstep on their own accord? Or, would potential customers be more responsive to a handwritten invitation to an exclusive party where they’re the guest of honor?
That is the question, and you can see, B2B marketers have benefited immensely from both styles of marketing. Hence, we would recommend a mix of both. It’s important to target your preferred potential customers, but that doesn’t mean that marketers should close their doors to prospects who have come to call, looking for a solution to their already-identified problems.