Data shows that a data-driven demand generation strategy improves lead quality (49% of marketers agree), improves customer experience (39%), increases campaign ROI (36%) and generates more leads (35%).
To gain the necessary account insights, companies must use a variety of technologies and multidimensional account intelligence sources. This allows information to be more accessible and accurate in terms of location, language, and buyer journey triggers. This allows companies to better understand their audience, personalize messages, and ultimately drive demand.
What is Account intelligence?
That said, we can safely say that Account Intelligence is the pinnacle of B2B marketing strategic data. It involves aggregating, verifying, and curating actionable information from multiple trusted sources to get a complete picture of your potential customers’ identities, the organizations they work for, and their digital behaviors. Data enrichment, demographics, technographics, and intent data, among other aspects, are vital components of account intelligence.
With account intelligence, companies will be equipped with informed decisions to enable sales and marketing teams to run a strategic Account Based Marketing (ABM) campaign .
What is Account Based Marketing?
Account Based Marketing (ABM) is a targeted strategy where marketers prioritize one or a few businesses (accounts) rather than trying to appeal to the entire market they are targeting. All marketing resources are allocated to converting only one or a few accounts at a time. This is in stark contrast to regular marketing, where campaigns are created to appeal to the masses. With ABM , businesses consider visitors as part of an account and create personalized campaigns tailored to their unique needs.
Account Based Marketing vs. Demand Generation: The main differences
ABM and Demand Generation are two strategic approaches in B2B marketing that pursue the mission of generating profits, but their methodologies and objectives vary slightly.
While ABM is about reaching specific, high-value accounts with personalized messages across multiple channels, demand generation casts a broader net where the goal is to generate awareness and interest across a broad audience, not just target select accounts.
However, Demand Gen is an ABM- compatible strategy and can help you increase your effectiveness by providing you with a broad base of leads that can be segmented and nurtured into high-value accounts.
