ABM vs. Lead Gen: Striking the Balance Between the Buzzword and the Bottom Line — Quick Guide
In the B2B space, the buzz surrounding account based marketing shows no sign of slowing down anytime soon. It seems like it’s all ABM, all the time these days, and there’s a reason for that. ABM yields higher conversion rates and better opportunities to cross-sell/upsell, as well as helps nurture the bond between sales and marketing.
However, as the saying goes, everything in moderation, and ABM is no exception. While ABM should be a considerable element of your marketing strategy, it shouldn’t be your only tactic. ABM’s reach can be limited, particularly if you’re lacking the proper contacts at your target accounts. It’s important to be cognizant of the fact that buyers are people, not accounts, and tailor your messaging strategy accordingly.
According to CEB, there are 5.4 people on average involved in today’s B2B purchase decisions.
So how can you infuse your ABM strategy with a more personalized touch? Why, by incorporating some tried-and-true elements of traditional lead gen marketing, of course. While ABM has become the go-to approach for many modern B2B marketers, there’s something to be said for the lead gen strategies that have fueled marketing efforts for so long.
We have created a quick guide to inform your marketing strategy and help you find the right balance between ABM and lead gen. Both marketing tactics have their respective strengths, so why go all-or-nothing with one when you can channel the best parts of both?
“ABM vs. Lead Gen: Striking the Balance Between the Buzzword and the Bottom Line” will jumpstart your efforts to incorporate the best of ABM and lead gen into your marketing strategy to ensure you reap the benefits of both while taking a more personalized approach to ABM.