Defining ABM and Traditional B2B Marketing

To facilitate our comparison of ABM and other forms of B2B marketing, let’s first define what ABM and traditional B2B marketing entail.
ABM is a strategic marketing approach which addresses a particular account with a specific focused marketing communication. It is a marketing model that seeks to coordinate marketing and sales on the basis of specific target accounts while going broad.

Traditional B2B Marketing is, however, generally considered as a more general marketing concept that entails more general marketing efforts that target a large pool of consumers. This often employs techniques such as content marketing, email marketing, trade shows, and advertising to acquire potential leads and Guide them through the Sales Funnel Process.

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