Acquisition

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. 

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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.  

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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.

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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.

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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.

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