Over the past decade, inbound marketing has become one of the most important forms of B2B demand generation. But as inbound marketing approaches middle age in Internet years, some wrinkles are appearing. Is account-based marketing (ABM) a better alternative, at least for some B2B companies?
The inbound approach has many good things going for it, which is why it has become very popular. It maps well with how people research and buy today: they search on Google for information, share useful or entertaining content via social media, and search for online reviews—all often before talking with sales reps…
