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” Colby Cavanaugh, VP of ProductMarketing at Integrate, was reflecting on the rapidly changing B2B marketing environment. Account-based marketing, or ABM, is a B2B marketing strategy that aligns sales and marketing efforts to focus on high-value accounts. They call the shots.”
Account-based marketing is an extremely targeted approach (one-to-one rather than one-to-many), so it usually has a much higher customeracquisition cost (CAC). They then built and implemented their account-based multi-touch marketing campaign around those targets.
Outbound Marketing Outbound marketing is where you make first contact with consumers. This is when you interrupt a consumer by putting your product, service or business in front of them. Examples include TV and radio adverts, telemarketing, directmail and online ads.
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