August 30, 2017
ABM and Demand Generation are two essential strategies for any company that wants to be successful in their marketing today. ABM, or account-based marketing, is a targeted approach to marketing that focuses on key accounts that have the greatest potential for success. Demand generation, on the other hand, is a more broad-based approach that seeks to generate leads and interest from a wider range of potential customers.
Are you finding that you have no traction on your campaign funnel?
ABM and demand generation are two of the most important aspects of a successful marketing campaign, but many agencies still don't understand how to make them work together. The problem is that they're usually thinking about them in silos. ABM is all about the relationship with the customer, while demand generation is all about generating leads and driving conversions. But if you want to be successful, you need to think about them as a holistic system. ABM is useless without demand generation, and vice versa. You need to have a clear understanding of both in order to make them work together. When done correctly, ABM and demand generation can be a powerful combination that will help you achieve your marketing goals.
Are you spending too much time on content but not receiving enough leads?
Companies that focus only on content marketing may be missing out on important leads. In order to complete the funnel and maximise demand generation, content must be leveraged throughout the process. Content marketing is just one piece of the puzzle; other important elements include inbound marketing, lead capture, and follow-up. By taking a holistic approach and focusing on the entire funnel, companies will be able to better connect with potential customers and generate more leads. Additionally, by understanding the role that content plays in each stage of the funnel, companies can create more targeted and effective content that resonates with readers. Ultimately, a well-rounded approach to demand generation will result in more qualified leads and higher conversion rates.
If you're in the business-to-business space and targeting large enterprises, demand generation and account-based marketing should be central to your efforts. By contrast, if you're targeting thousands of small and medium-sized businesses, a sales-focused cold lead generation approach won't yield the results you're looking for. The key is to understand your audience and craft a strategy that matches their needs. Outreach cold emailing may capture a small percentage of buyers, but it's not the most effective use of your time and resources. Taking the time to develop a targeted strategy will pay off in the long run.
When it comes to marketing, too many companies focus on lead generation to the exclusion of all else. Yet lead generation is just a small part of the entire process. To be truly effective, companies need to take a strategic approach that is focused on persona-based targeting through ABM. Only by taking this holistic view can they hope to generate the kind of results that will make a real difference to their bottom line. With persona-based targeting, companies can focus their efforts on the accounts that are most likely to convert, saving time and money in the process. And by taking an ABM approach, they can ensure that each account is treated as a unique opportunity, with bespoke messaging and communications. By doing this, companies can maximise their chances of success and ensure that their demand generation efforts are truly effective.
