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Bringing the Magic Back to B2B Through Data, Lead Scoring & ABM

Bringing the Magic Back to B2B Through Data, Lead Scoring & ABM. B2B companies are getting their magic back through the technology and data revolution created by account-based marketing ABM .

Using data, B2B marketers can orchestrate engagement tactics for demand generation and revamp their ABM approach. ABM-focused demand generation relies on attracting specific personas from targeted accounts and serving prospects with personalized landing pages throughout their journey.

According to a report from Demand Metric, 45 percent of B2B marketers are testing or already using ABM, and 26 percent are interested in adopting this approach. While in the past, the audience development team decided on which vendors to use to manage databases, today the C-suite is getting involved in the data-management decision since technology is at the core to marketing and business building.

Savvy B2B companies are using data, lead scoring and predictive analytics to modernize their account-based marketing strategies. Since account-based marketing focuses marketing efforts on a specified group of target accounts, it is critical to determine which accounts are worth targeting and begin there.

After all, all of your efforts will be for naught if you are targeting the wrong accounts. ABM works both for acquisition of new clients, as well as for marketing to existing customers.


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