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SPARK 2016: Inbound Marketing vs Account Based Marketing: A False Choice?

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See Joe Chernov's presentation from Spark 2016, TrackMaven's annual digital marketing summit focused on the intersection of marketing art and science. Learn more at spark.trackmaven.com

We marketers are prone to FCS: False Choice Syndrome. Our programs are paid or organic, inbound or outbound, left brain or right brain. A similar zero sum situation has emerged over the past year: inbound / content marketing or account-based marketing. For most companies, absolutes are impediments to success. A blend of strategies is generally the best path. This example-rich session will explore the relationship between inbound marketing and content marketing and highlight ways to strike a balance.

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SPARK 2016: Inbound Marketing vs Account Based Marketing: A False Choice?

  1. 1. Inbound Marketing vs. Account-based Marketing A False Choice Joe Chernov @jchernov
  2. 2. Instant observations
  3. 3. @jchernov
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  7. 7. Why ABM, why now
  8. 8. Content … it’s been around forever
  9. 9. … just like ABM
  10. 10. @jchernov
  11. 11. Difference = Cost + Scale =
  12. 12. Inbound is a tail strategy @jchernov
  13. 13. Outbound is just chasing the dragon
  14. 14. @jchernov
  15. 15. Grossly Oversimplified Visuals to Follow Trigger Warning
  16. 16. @jchernov
  17. 17. @jchernov
  18. 18. What we’re doing
  19. 19. @jchernov
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  21. 21. @jchernov
  22. 22. The first letter in data is anecdote @jchernov

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