Finding the Right Balance Between ABM & Demand Generation

Apurva Pathak | July 20, 2022 | 279 views | Read Time : 04:00 min

Right Balance Between ABM & Demand Generation
When it comes to ABM vs. demand generation, most businesses struggle to find the right balance. Swinging too far one way or the other can completely derail your performance — and your organization's trust.

Here are some things you can do to get the best of both ABM and demand generation:

Check If You Are Too Heavy on Demand

If you are someone who focuses more on demand, then you should:
  • Gather insights from data, intelligence, and signals to develop a strong ICP. A strong ICP will help you target the individuals that make up the buying committee.
  • Keep your TAL (target account list) short and base it on buying intent.
  • Build an ABM program that encompasses teams, channels, and activities to gauge output and refine the use case.
  • Engage the double funnel to understand where you should draw the line between ABM and demand generation.

Are You Too Focused on ABM?

For the account-based marketer in you, it must be very hard to think beyond your target accounts. To balance this out, you should:

  • Get more information on the channels and tactics that your buyers respond to.
  • Draft messaging that creates urgency around your target account’s pain points.
  • Test your content on a large audience to see which gets the most engagement.
  • Use these insights to find the right balance between your demand generation strategy and ABM.

Beat the Odds When Implementing Strategies

Issues like no alignment between your sales and marketing teams and a superior insisting on implementing 100% ABM may arise. To address such issues, you should:
  • Expertly measure your data so all your responses are data-driven.
  • Chase directional improvements instead of trying to perfect your strategies right away.
  • Define a single metric for success, so your teams work towards achieving the same goal.
  • Keep your efforts balanced when implementing demand gen and ABM strategies.

Conclusion

If you do not strike a delicate balance between your ABM and your demand generation plan, your SDR teams will get overwhelmed and may not reach the level of efficiency you desire. Remember, your demand generation program should supplement your ABM efforts and not drive them.

Spotlight

MKX Digital Demand Generation

En MKX ayudamos a las empresas a vender más con estrategias de Marketing Digital. Metodologías avaladas con resultados y la tecnología más avanzada, nos permiten generar mayor demanda online para tu empresa.

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