Account-based marketing (ABM) has been traditionally viewed as an overarching strategy for B2B outbound sales. A more sophisticated view, however, looks at ABM as a targeted strategy that encompasses both outbound and inbound marketing. There is also room for complex B2B businesses to incorporate account-based marketing strategies.

It is up for debate whether inbound driven account-based Marketing should truly be considered ABM. It is clear, however, that a modern approach to ABM needs to incorporate both inbound and outbound elements within a coordinated strategy.