Finding the Right Balance Between ABM & Demand Generation

Apurva Pathak | July 20, 2022 | 556 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

Matchbox Media

Integrated B2B performance marketing agency, Matchbox Media creates and delivers multi-channel marketing strategy, brand communications and digital experiences for clients operating within the industries of professional services, technology and finance.

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If you’ve been keeping up with new terms in B2B marketing, by now you’ve likely heard of account-based marketing (ABM). The term itself has been around for years, but with recent advances in technology, this tactic is now being adopted at a much larger scale than ever before. Still, surprisingly, I find that many B2B marketers are in the dark when it comes to ABM. So here’s a quick look into the future of B2B enterprise marketing, and why I think account-based marketing will be one of the biggest revenue drivers for B2B businesses in the very near future.

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Relative to the mass-market approach of the B2C world, B2B promotion requires a much more targeted approach. The customers are fewer and more discerning but commensurably more valuable and enduring so whether you’re trying to win over a new client or simply keep an existing client on your side, you need to be very careful with what you’re putting out. This is the reasoning behind account-based marketing, otherwise known as ABM. Instead of distributing generic marketing materials, it picks out specific prospects (or sets of prospects grouped by various shared elements) and creates personalized campaigns to suit them. It can be extremely cost-effective, but it needs to be done smartly (which isn’t easy). To help you run a flourishing account-based marketing campaign, we’re going to look at five steps you should take along the way.

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The first lesson in this article is to stop thinking differently about ABM and B2B. Sangram Vajre is spot on when he exclaims that “ABM is B2B.” There is no real difference. Whether named or unnamed, every single campaign you launch as a B2B marketer caters to personas in different accounts. Another reality about account-based marketing is that due to the nature of omnichannel marketing and the fact that every prospect does its own research, you’re going to have to process different sets of traffic no matter how much control you think you have over your funnels. With these two things in mind, let’s look at what’s common in a successful ABM strategy, and also how to segment your audience in a way that tells the story of all the steps in your user acquisition models.

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Article | February 10, 2020

Account-Based Marketing has been one of the most preferred B2B strategies for marketers. More than 90% of marketers believe that ABM is essential for the alignment of sales and marketing teams. ABM is all about fostering a better relationship with your target accounts. And especially in this digital transformation era, it’s evident that people aren’t buying products but experiences. As per a recent PwC survey, “73% of consumers cite customer experience as an important factor in their purchasing decisions”. This shift in consumer behavior is what B2B companies/marketers should take note of. Also, ITSMA reports that of the companies that adopted ABM in the past two years, 55% are seeing a significantly higher ROI than with traditional marketing.

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Intent data is fueling ABM efforts Another key component of Foundry’s study is the use of intent data with ABM marketers. The research shows that 91% are using intent data/scoring to prioritize their accounts and to identify what content should be served within ABM campaigns. Intent data also plays a key role in identifying target account lists, a practice used by yet another 91% of marketers. Marketers have also extended their use of intent data and are increasing the number of sources they are using, cited by 92%. When it comes to the primary goals of using intent data, marketers are focused on optimizing lead scoring models (cited by 47% of respondents), followed by building audience segments for ad campaigns (43%), identifying new accounts (43%), generating higher quality leads (42%), and monitoring potential customer churn (42%). The goal of any ABM campaign is to generate qualified leads and the survey results indicate a strong correlation between the number of data sources used and lead gen success. About 48% of all marketers said between 11% and 50% of the leads generated from their marketing campaigns become sales-accepted leads and 47% said 51% and 80% are sales-accepted. The challenges ABM marketers face Success isn’t always the case when it comes to marketers and their ABM programs. Only 1% said they don’t experience any challenges with ABM, and the top reported challenges are measuring the success of their programs (35%), attributing the success of the different ABM tactics and channels (34%), and their tech stack being overly complicated (29%). The same sentiment goes for intent. 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Our intent data and martech platforms are powered by data from an owned and operated ecosystem of global editorial brands, awards, and events, all engineered and integrated to drive marketing campaigns for technology companies. Foundry is dedicated to generating and innovating with data, driving demand for technology marketers with 38 offices in global markets. Foundry is a wholly owned subsidiary of International Data Group, Inc. (IDG), the world’s leading tech media, data, research, and marketing services company. To learn more about Foundry, visit www.foundryco.com.

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PR Newswire | October 04, 2023

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