A common switch in targeting strategies is from lead-based marketing to what?

A common switch in targeting strategies is from lead-based marketing to what?

• A. Inbound marketing
• B. Account-based marketing (ABM)
• C. Content marketing
• D. Email marketing

Answer: (B)

Shifting from lead-based marketing to account-based marketing means treating a company as the unit of focus rather than individual prospect leads. Instead of casting a wide net to generate as many leads as possible, marketing and sales collaborate to identify a defined set of high-potential target accounts. For each account, they map stakeholders, decide who to engage, and create highly tailored messages and content that address the specific needs and buying journey of that organization. The outreach is coordinated across channels and touches multiple decision-makers within the same account, which tends to accelerate the buying process and improve win rates. Because these efforts are centered on selected accounts with high strategic value, the approach often delivers stronger ROI and clearer account-level results than broad lead generation. Tactics like inbound, content, or email marketing are valuable tools, but they describe methods or channels, not the strategic shift in who is being targeted.

Shifting from lead-based marketing to account-based marketing means treating a company as the unit of focus rather than individual prospect leads. Instead of casting a wide net to generate as many leads as possible, marketing and sales collaborate to identify a defined set of high-potential target accounts. For each account, they map stakeholders, decide who to engage, and create highly tailored messages and content that address the specific needs and buying journey of that organization. The outreach is coordinated across channels and touches multiple decision-makers within the same account, which tends to accelerate the buying process and improve win rates. Because these efforts are centered on selected accounts with high strategic value, the approach often delivers stronger ROI and clearer account-level results than broad lead generation.

Tactics like inbound, content, or email marketing are valuable tools, but they describe methods or channels, not the strategic shift in who is being targeted.