Lead-Based Marketing vs Account Based Marketing

| November 28, 2016

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B2B marketers work in an environment that is constantly evolving: technology is changing how buyers interact with brands and best practices are moving targets. Lead-based marketing has been a popular strategy for some time, as marketers react to the digital marketplace’s effect on their sales funnels, but there’s a (relatively) new kid in town: account-based marketing. Of course there never has been, and never will be, a one-size-fits-all marketing strategy. Every industry, niche, business, and target audience has its own needs, pain points, and tools. So let’s explore some key differences between lead-based and account-based marketing so you can decide which is best for your brand or business.

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Spotlight

Aiden Marketing, Inc.

Aiden Marketing is a full-service inbound marketing agency built to stimulate business growth. We help businesses grow revenues by dramatically reducing the cost of getting found online and engaging more buyers with content marketing; resulting in more qualified leads and sales conversions from your website, while delivering value that far exceeds of cost of adding additional staffing. We provide content marketing, demand generation, social media marketing, lead nurturing, website design and development, and marketing automation services to deliver more qualified leads to your sales team, reduce churn, and to increase customer lifetime value. Via our enterprise inbound marketing solutions, we supply your company access to our team of talented digital marketing specialists increasing speed to market, leads and conversions of leads to sales for your company.

OTHER ARTICLES

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Data, data everywhere. We’re swimming in it, and at times it can feel like we’re drowning. What’s the solution? We’ve got to learn to swim really well in different kinds of water. While most B2B marketers use data to get insights about buyer behavior, often we miss the opportunity to use some of the same types of data to learn about customers after they buy. When it comes to ABM, the most commonly used types of data are firmographic, technographic, engagement and intent data. They’re all important, but of the four, intent data is arguably the most underused when it comes to elevating the customer experience. Consider this an advanced swimming lesson for how to use intent data to enhance the post-sale experience.

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What Does A Good ABM Strategy Look Like?

Article | March 2, 2020

For instance, if you’re a small business with limited time and marketing resources (read: people and cash), it may not be feasible to target specific accounts. But for those businesses with the manpower and money required to implement ABM successfully, it has the potential to yield incredible results. Account-based marketing helps to fully align sales and marketing efforts, accelerate the sales process for your most valuable opportunities, and generate a significant return on investment from your marketing campaigns. But what does a good ABM strategy look like, and what’s involved in the build and delivery?

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Understanding The Science Behind Account Selection For Account-Based Marketing

Article | February 24, 2020

Account-Based Marketing (ABM) is becoming the strongest chapter in B2B marketing. The positive connection between ABM activity and revenue results has been acknowledged by global research firms, marketers and organizations. However, ABM can produce the right results only when marketers invest energy and resources in selecting the right accounts. Account selection from the identification of target accounts to the discovery of individual contacts is the first and the most vital step of implementing ABM, making it one of the biggest pillars of a successful ABM program.

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No High-Level Fluff: 7 Steps to Build the Best Target Account Model

Article | February 21, 2020

Selecting target accounts can be stressful. You worked hard to build trust across your Sales team, and now comes a project that could ruin that hard-won trust if you don’t execute it perfectly. Guess what? It is not (and never will be) perfect. This activity can’t be done in a Marketing silo. Marketing needs Sales, and Sales needs Marketing to accurately select target accounts. And don’t forget about your Customer Success team! So repeat after me: Selecting target accounts is a cross-functional project. Now, I know what you’re thinking “Sounds great, but building the model is hard and everything I read on the internet is just high level. And I need to know how to actually do it!”

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Spotlight

Aiden Marketing, Inc.

Aiden Marketing is a full-service inbound marketing agency built to stimulate business growth. We help businesses grow revenues by dramatically reducing the cost of getting found online and engaging more buyers with content marketing; resulting in more qualified leads and sales conversions from your website, while delivering value that far exceeds of cost of adding additional staffing. We provide content marketing, demand generation, social media marketing, lead nurturing, website design and development, and marketing automation services to deliver more qualified leads to your sales team, reduce churn, and to increase customer lifetime value. Via our enterprise inbound marketing solutions, we supply your company access to our team of talented digital marketing specialists increasing speed to market, leads and conversions of leads to sales for your company.

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