The Differences between Account Based Marketing and B2B Marketing [Video]

In this episode of “Digital Marketing from the Trenches,” Dan Nedelko (https://dannedelko.com/) and Joseph DellaVecchia discuss the differences between Account-Based Marketing (ABM) (/account-based-marketing/) and B2B Marketing (/b2b/) .

They emphasize that ABM is a subset of B2B, focusing on high-value accounts with personalized strategies, while B2B casts a wider net.

In this episode, we’re discussing the key differences between ABM and B2B Maketing, how to start with a B2B plan and move towards Account Based Marketing, importance of understanding ideal customer profiles and managing the longer more complex B2B sales process.

Key strategies include leveraging LinkedIn for thought leadership, using Sales Navigator for targeted engagement, and ensuring website content is tailored to specific roles.

The bottom line: ABM has a higher Return-On-Investment than Business-to-Business Marketing, with 76% of companies reporting better results compared to traditional B2B methods. However, ABM is challenging to implement company-wide, treating a B2B Marketing program as a way to lay the groundwork for Account-Based-Marketing is practical Go To Market (GTM) strategy.

The Differences between Account Based Marketing and B2B Marketing – A Summary

• Introduction to ABM and B2B Marketing

• Discussed the differences between Account-Based Marketing (ABM) and B2B marketing, noting that ABM is a more strategic approach focusing on high-value accounts.

• Emphasized the importance of aligning sales and marketing efforts for effective ABM.

• Understanding the differences between ABM and B2B marketing

• B2B marketing is a subset of ABM, and the need to develop detailed ideal customer profiles.

• Highlighted the importance of knowing specific contacts and decision-makers within target accounts.

• Building Ideal Customer Profiles

• Discussed the need to develop detailed ideal customer profiles, avoiding broad and encompassing definitions.

• Provided examples of understanding different levels of government and specific departments.

• The Long Sales Process in B2B Marketing

• Explained the long sales process in B2B marketing and how ABM supports this process.

• Emphasized the importance of building relationships through cold email outreach.

• Elements of B2B Marketing and ABM

• Discussed the elements of B2B marketing that can be implemented before moving to ABM.

• Highlighted the differences between ABM and traditional B2B marketing, including the focus on quality leads.

• Channels for B2B Marketing and ABM

• Covered various channels for B2B marketing, including websites, LinkedIn, and cold email.

• The importance of providing value and engaging authentically on LinkedIn.

• Using Sales Navigator and Other Tools

• Introduced Sales Navigator as a tool for building networks and engaging with target accounts.

• Discussed the use of other tools like Google Ads to build audiences and target accounts.

• Advanced ABM Strategies

• Mentioned the use of platforms like Influ2 for highly personalized ABM campaigns.

• Emphasized the importance of a strong foundation in B2B marketing before moving to advanced ABM strategies.

• Conclusion and Next Steps

• Summarized the key points and announced plans for upcoming episodes focused on target accounts and data enrichment.

• Mentioned plans to provide workshop walkthrough tutorials to complement the episodes.

SUMMARY KEYWORDS

ABM vs B2B, sales alignment, target accounts, customer insights, cold outreach, LinkedIn strategy, Sales Navigator, ideal customer profile, long sales process, thought leadership, content diversification, Google Ads, personalized experiences, higher ROI, target account lists

SPEAKERS

Dan Nedelko, Joseph DellaVecchia

Dan Nedelko  00:00

Recording, and we are going live. And welcome everybody to another episode of live at the hive digital marketing from the trenches. I am your host, Dan nedelko, and I’m here with

Joseph DellaVecchia  00:24

Joe dellavecchio, one of your other ho…