Every business needs leads. The biggest challenge for marketers is getting them.
Account-based marketing (ABM) and lead generation both offer a way to do this. Done right, both can help attract the kind of high-quality leads that become long-term customers and advocates.
Snowflake achieved over 300% growth with ABM. Templafy generated 475% ROI with lead generation. DocuSign combines both to fuel its sales funnel.
In this article, we’ll look at both disciplines, explaining what they are and when they’re best used. You’ll also learn how to approach ABM and lead generation to engage your ideal customer.
Ask 10 people what account-based marketing (ABM) is and you’ll get 10 different answers. Some see it as a sales tactic, while others view it as a content marketing strategy.
Because every business adapts ABM to suit their own growth model, the definition changes to fit.
But, one thing’s for sure: getting clear on what ABM means to your company is critical to making it work. ABM is built on alignment and without everyone on the same page from the start, any plans to drive growth are doomed to fail.
In this article, you’ll learn how to define your ABM strategy so you can target the right accounts and increase your revenue.
Done right, demand generation can supercharge growth. It’s how ConvertKit grew from $98K to $625K MRR and Morning Brew reached two million subscribers in just five years.
Demand generation tactics address two of the biggest marketing challenges: raising brand awareness and generating leads.
Without awareness and leads, you’re missing out on opportunities to close sales and grow your business. That’s why you need a demand generation strategy.
In this article, you’ll learn how to follow in the footsteps of brands like ConvertKit and Morning Brew through interest-building demand generation tactics.
The average B2B buyer has 27 brand interactions before deciding. Very few, if any, of these interactions are with a sales rep.
Instead, buyers are self-directed, gathering information from social media, websites, webinars, and online events.
This behavior has marketers pledging to up their demand generation budgets. Because if people are making up their own minds, without coercion from sales, creating demand is the best way to get them to choose you.
In this article, you’ll learn about how a demand generation manager benefits an organization and which qualities they need to fuel your sales pipeline.
70% of buyers have done their research before they talk to sales, and 60% of buyers prefer not to talk to sales teams at all.
Most buyers aren’t open to outbound selling. So, how do you get their attention?
With demand generation.
In this article, you’ll learn how to use demand to fuel your sales funnel, build relationships, and grow your business.
In the early 2000s, DVDs were the primary way to watch videos. Netflix streaming launched in 2007, and the DVD player is now a technological antique.
Products, much like humans, live on borrowed time. From the moment they launch, they’re on a journey towards decline.
How this journey plays out is what marketers try to predict by using the product lifecycle as a model.
On-point product marketing is why Webflow was able to enter the no-code website market with competitors like Wix and Squarespace and still generate 4 million monthly users. Brands like Webflow, Drift, and Close prove you can grow and succeed in a completely saturated market.
With everyone else seeking to beat out the competition, you need to find a way to do it differently, better.
Product marketers lead the business to where they need to play in order to win.
In this article, we’ll break down seven product marketing examples from brands that put their audience first and communicate value to stand out from the competition. You’ll learn why they work, with key takeaways to inspire your marketing efforts.
Around 30,000 new products launch every year. Many of them fail.
The biggest reasons? Poor product-market fit, positioning, and messaging. Effectively, they don’t understand their customer, nor where to play or how to win.
Many companies are so focused on building the perfect product that they put off their growth efforts until it’s too late.
In this article, you’ll learn how to create a product marketing strategy that reaches your ideal audience and converts them into customers. We’ll cover positioning, messaging, pricing, and team alignment to help you get ready for launch.
We’ll also show you how to plan for launch and gather data to keep your product relevant in the long term.
Groove’s customer service platform almost died in the introductory stage because they forgot to listen to their customers. They drew people in with a product they assumed would be a hit and pushed forward without taking in customer feedback.
The result? People had a terrible experience using their product.
After turning their attention toward feedback and testing, letting the voice of their customers fuel their content strategy and product development, they took off. Three years later, they were a $5 million business.
Not revisiting your marketing objectives in the growth phase of your product lifecycle is the death knell of many startups.
In this article, you’ll learn how to develop a marketing strategy for the growth stage. We’ll also share how to achieve marketing goals at this stage, using your existing customers and experimentation to increase sales and loyalty.
Growth hacking is how Slack went from 15,000 to half a million daily users in its first year. It’s why Canva can call itself a multibillion-dollar platform and how ConvertKit pulled itself up to compete with goliaths like MailChimp and Campaign Monitor.
Growth hacking isn’t about deploying sleazy tricks. It’s about making calculated, data-driven moves for fast growth.
In this article, you’ll learn what growth hacking in marketing is and what it’s not. We’ll look at strategies to reach and engage potential users and break down examples of brands that have used growth hacking to achieve success.