If you’re new to the concept of ABM, allow us to use a little fishing analogy: inbound marketing is casting a net. Account-based marketing (ABM) is spearfishing.

The nature of inbound marketing is that you don’t know exactly who you’ll sell to. You may have a general idea (where you’ll throw your net), but your campaign is primarily designed to put content out in the abyss so that potential buyers–whomever they may be–can find it and respond to it. In ABM, your approach is targeted. You’ve already identified the specific accounts you want to sell to, and your campaign is designed to deliver your content directly to these accounts. Spear–fish–BOOM.