As the technology evolved, ABM began to lose ground to inbound marketing. Of course it makes more sense to talk to the people that search for your products and services in the first place. Very soon, it turned out that account based marketing was seen as the old way of doing things and inbound was the new, better way.
So in the inbound world, can ABM still be relevant? Sure it can. And when the best parts of inbound are combined, it is more effective than ever. In its best, account based marketing is a shared function of marketing and sales. ABM covers the whole buying process, all the way from the first contact to, and even beyond, the closing sales meeting.
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