In a perfect world, B2B marketing begins with picking the right clients to market to and serving them the right message, every single time.

Think about how much easier marketing is when you know exactly which companies to target — and not only who your target clients are, but what marketing messages would best resonate with them. That’s the dream, right?

While we don’t live in a perfect world, we do live in a world where inbound marketing and account-based marketing (ABM) exist. And, when these two strategies work together, this dream can become a reality.

You may be pretty familiar with inbound marketing: creating content that delights customers.

You may also know a thing or two about account-based marketing: aligning marketing and sales to deliver a consistent, personalized buying experience for prospects. But, because of their definitions, perhaps you think you have to choose between the two.

Fortunately, you don’t have to choose. In fact, instead of thinking “ABM versus Inbound,” you should be thinking “ABM and Inbound.”

To clarify, let’s define and differentiate the two — and offer some tactics you can use to work these strategies into your existing marketing campaign. If you have no idea what account-based marketing even is, don’t worry — that’s what we’re going to cover next.

Asking “How is everyone?” at the beginning of every meeting isn’t always the best way to encourage connection and team bonding. Sometimes, you need to take it a step further with an ice breaker.