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Solving the Inbound vs. ABM Contest with Content

Solving the Inbound vs.

ABM Contest with Content. We are marketers, so we re used to ever-changing marketing buzzwords. However, one buzzword popped up in 2016—Account-based marketing ABM —and I believe, it s here to stay.

The Age of Inbound. Three years ago, when I joined Kapost we were out educating the marketplace on inbound marketing. Marketing automation platforms such as Marketo, Eloqua, and Hubspot had burst onto the scene.

These tools enabled marketers to share interesting content and collect customer information regarding their interests and interactions—all at a scale that was never before possible. Lead scoring helped to prioritize and elevate active leads with firmographic fit to the sales team, which would go on to turn prospects into closed revenue.

Rightfully so, marketing started demanding real recognition for driving both sales opportunities and revenue with data to back up how their work had influenced the buying process.


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marketeer.kapost.com

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