Marketing and B2B Lead Generation is of paramount importance to any company looking for growth and revenue acceleration. The marketing department in companies usually go for a multi prong approach to get B2B leads as quickly as possible. This approach sometimes works and most time does not yield desired results. A tweak in the marketing strategy would make a lot of difference to end results.
Earlier, marketers would run a parallel marketing campaigns on select group of target companies they would identify as the ones who would likely to buy their product/solutions quickly. The messaging and content was customized to these accounts interests in the form of best practices, white papers, infographics and other similar marketing content. These contacts within targeted accounts would be nurtured at regular frequency with interesting and relevant B2B marketing content. The end result; a steady flow of Marketing Qualified Leads (MQLs) for the sales team. This targeted approach to B2B Lead Generation gives immense results while saving a lot of time and energy for marketers.
Cut to today, companies still use the same strategy. The industry term used for this marketing strategy is Account Based Marketing (ABM). ABM strategy has become much more complex and target today with the emergence of marketing automation technologies and availability of more sophisticated ABM platforms. This works very well for larger companies with distributed marketing teams and huge budgeted allocation. They can try a lot of different ABM campaigns in parallel with the help of these expensive platforms. The campaigns are segmented based on various parameters like target geography, industry, target job functions and target products.
For smaller and growth stage companies that do not have time, budget and people to try out ABM for B2B Lead Generation, there are many marketing agencies that are experts in ABM. It is good and effective to render the services of such agencies as they have dedicated resources to execute campaigns. They help in coming up the essentials required for ABM like content selection, target account selection, ABM strategy, campaign execution, results and metrics. A quick trial can be run for 3-4 weeks to see how ABM can affect the bottom lines. A quick ABM pilot gives you the insights of how ABM strategy will work for you. As with other strategies, ABM may not be for everyone, hence it is important to try it out before going full blown.
It is equally important to select the right agency to execute your campaigns, they should have all the right tools, skills and people for ABM. Experience in executing ABM is equally essential for a company to have, in order to do the things right, the first time.
B2B lead generation is a very important aspect of any marketing success. Choose the right company to get maximum out of your hard earned dollars.
Jetaa7 is a premier marketing service agency have years of experience in B2B lead generation, marketing automation, marketing strategy and demand generation strategy.
You can reach out to us at sales@jetaa7.com to know more about B2B lead generation.