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.

1. Inbound Marketing
vs.
Account-based Marketing
A False Choice
Joe Chernov
@jchernov

2. Instant
observations

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7. Why ABM,
why now

9. Content … it’s been around forever

10. … just like ABM

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13. Difference = Cost + Scale
=

14. Inbound is a tail strategy
@jchernov

15. Outbound is just chasing the dragon

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20. Grossly
Oversimplified
Visuals to Follow
Trigger
Warning

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23. What we’re
doing

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33. The first letter in data
is anecdote
@jchernov