Why Lead Generation is the Wrong Objective for Your Marketing Team

| September 28, 2016

article image
Three Key Steps for Building a Strong Case for ABM: Whether you’re a seasoned CMO of a large enterprise or a young, multi-hat wearing CEO of a fledgling start-up, growing revenue by focusing on best-fit prospects and customers has always been a top priority for any business. But if that’s the case, why are most marketing teams still goaled on their ability to generate leads when it’s been well documented that such a small percentage of leads become closed revenue (only 0.75 percent according to Forrester)? A valid question that some of the industry’s more progressive, forward-thinking companies have begun to address by making account-based marketing a core part of their B2B growth strategy. But convincing old-school senior stakeholders that the job of your marketing team is to create opportunities for sales by focusing on key accounts, not leads, to grow revenue is an unnerving argument to make – especially when you’re presenting a strategic approach that is still relatively new to most. You’ll need to be prepared for all manner of pushback ranging from ‘but ABM isn’t scalable’ and ‘our deal size doesn’t justify ABM’ to ‘the technology isn’t there yet’ and ‘I don’t see anyone else doing it’.

Spotlight

Havas Media Group

Havas Media Group is one of the leading global communications and marketing networks. It consists of three main media brands Havas Media, Arena Media and FullSIX Media.

OTHER ARTICLES

Adjusting ABM Strategies During COVID-19

Article | April 16, 2020

Empathy is an emotion that many marketers invoke when they are developing their positioning and messaging for various campaigns. They consider questions such as: “If I put myself in the buyers’ shoes, what do I think they think or feel about this particular pain point?” “Do I understand the challenges they are facing?” “How can I help them overcome this issue and provide long-term value?” Over the last few years, many B2B marketers have leveraged account-based marketing (ABM) to address these questions with specific use cases and examples tailored to their target accounts, in order to boost engagement and drive high-value conversions.

Read More

What Matters With Intent Data

Article | April 1, 2020

Revenue teams need to be equipped with actionable information in order to move buyers through an account-based buying journey and close sales. But much of the information they need lives in the “dark funnel,” an ocean of anonymized buyer data. Gathering intent data can give revenue teams the advantages they need to successfully guide prospects in the buying journey.

Read More

Adding influencer marketing to ABM strategy can help build trust through external influences

Article | February 27, 2020

A study found 71% of marketers who practice ABM saw greater ROI, compared to traditional marketing. Account-based marketing, a hybrid of sales/marketing/revenue, can further be improved upon by adding influencer marketing to the ABM mix. This piece highlights a Dell outlet that was able to build up brand awareness and trust by leveraging targeted research and co-creating content with small business influencers. Including influencers like brandividuals, experts and brand advocates to ABM strategy can help marketers drive awareness, add substance to conversations and push conversions. While identifying influencers for ABM, marketers should consider factors such as popularity, relevance, and resonance.

Read More

How to Leverage the Power of Marketing Automation for Your Demand Gen Operations

Article | March 11, 2020

One of the most significant shifts in demand generation is the move towards account-based marketing. Traditional marketers utilized a ‘one-to-many’ approach where tracts of messages were blasted to an extensive database. The age of personalization has now dawned on-demand generation. Marketers need to tailor their messages to suit personas and targeted accounts better. This form of marketing abandons the idea of fishing with a wide net. It instead promotes hunting for your biggest fish with spears. Marketers need automation tools to enhance their account-based marketing operations. Data shows demand generation automation can increase customer engagement by 68%. It will also strengthen timely communications and increase demand gen opportunities by 58%.

Read More

Spotlight

Havas Media Group

Havas Media Group is one of the leading global communications and marketing networks. It consists of three main media brands Havas Media, Arena Media and FullSIX Media.

Events