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Is Account-Based Marketing Poised to Change the Recruitment Industry?

Is Account-Based Marketing Poised to Change the Recruitment Industry?
From Recruiter - November 29, 2016

Recruitment marketing has come a long wayPPC, SEO, job boards, social selling, inbound marketing, content marketingand it now welcomes a new entrant,account-based marketing (ABM). ABMis causing a buzz in the B2B marketing space, in part because this strategy promises the highest ROI among other B2B marketing initiatives.

Were already familiar with todays darlings, inbound marketing and content marketingstrategies thathave also been used extensively by recruiters to attract clients and candidates. But the relatively new approach of ABM is now on the rise, particularly withlarge enterprises (1000+ employees).

The popular recruitment marketing trends in this modern ageautomation, customer-centrism, employer branding, analyticscombine to become the perfect ingredients forcooking up an ABMstrategy. The technology is already here, and recruiters just need to use it.

Aside from the powerful marketing technologies (MarTech) out there todaySalesforce, Marketo, HubSpotmany applicant tracking systems (ATS) are also bringing in ABM as part of their features (like Bullhorn, Lever, etc.)

Flipping the Funnel

What is ABM? Its simply a targeted approach to selling and marketing. Traditional marketing targets a more general audience, such as an industry or channel. On the other hand, ABM targets specific accounts or companies. The analogy often employed is that ABM is like using a spear to fish, while traditional marketing is like using a net. Thats why the ABM model looks like a flipped sales funnel.

You might ask, How is it possible to have this laser-focused targeting? You might think that the answer is marketing automation, but theres a difference. Marketing automation uses cookies (which means there has to be an initial interaction) in order to track individuals. But with ABM, this is done through IP-based tracking of target accounts, since each company has a unique IP address.

So how is ABM going to change the recruitment marketing landscape? It can have an impact on how recruiters and recruitment agencies execute marketing strategies for both clients and candidates.

Using Account-Based Marketing for Recruitment and Employer Branding

I recently had the opportunity to interview a thought leader in the ABM space, Christopher Engman, who is the founder of the ABM firmVendemore. He shared with me some very interesting uses of ABM for the recruiting space.



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