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All Things Data-Driven Marketing

Account-Based Marketing vs. Lead Generation: Which is Right for You?

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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A Complete Guide to Account-Based Marketing: Win Over 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.  

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9 Account-based Marketing Case Studies

Account-based marketing (ABM) accounted for 79% of all sales opportunities in 2020. And yet, no one can agree on what account-based marketing is.

Fullfunnel co-founder Andrei Zinkevich says, “ABM is not that complicated, and it’s also oversimplified.”

If leads-based B2B marketing is fishing with a net, ABM is using a harpoon.

In this article, we’ll break down nine account-based marketing case studies from brands that hit and exceeded their business goals with ABM strategies and tactics. Learn why they worked and how to apply them to your business.

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Demand Generation: 7 Tactics to Fuel Your Funnel

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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Your B2B Demand Generation Funnel: How to Create One and Mistakes to Avoid

Sales intelligence platform Cognism cut their lead generation efforts by 90% in 2021. Then they increased their revenue from $2M to $6M in six months. 

Cognism saw this growth by ditching the linear funnel and delivering value upfront, replacing a traditional strategy that brought them low- or no-intent leads.

This value-based model bringing all the right customers to their yard is called demand generation.

In this article, you’ll learn how to build a demand generation funnel that fuels the pipeline, shortens the sale cycle, and generates revenue.

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What Does a Demand Generation Manager Do? (And How to Become One)

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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Demand Generation vs. Lead Generation: Integrating To Drive Growth

Bootstrapped startup Omnisend carved out a $19 million niche in an already saturated vertical. How? With a tactical understanding of two different marketing strategies: demand generation and lead generation.

While your competitors pump out gated ebooks and “state of the industry” lead magnets that generate low-to-no intent MQLs, tap into existing demand to build a pipeline of high intent leads.

In this article, you’ll learn why each marketing strategy works and walk away with an armory of tactics to fuel your own growth marketing efforts

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Demand Generation: Turn Ideal Buyers Into Superheroes

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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A/B Testing Tutorial: From Beginner to Pro in a Blog Post

A/B testing splits traffic 50/50 between a control and a variation. A/B split testing is a new term for an old techniquecontrolled experimentation.

Yet for all the content out there about it, people still test the wrong things and run A/B tests incorrectly.

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Google Analytics Custom Reports

Statistics are like bikinis. What they reveal is suggestive, but what they conceal is vital,” said Aaron Levenstein, a former professor of business administration at Baruch College. [Tweet it!]

The same is true of your data in Google Analytics. Most of what you spend your time looking at (and re-looking at) is merely suggestive.

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