News & Opinions
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How to Plan Your Demand Generation Strategy for 2014
Mike Telem / CustomerThink.com / October 29, 2013
Content marketing and digital advertising may continue to attract investments from marketers, but a more comprehensive approach and strategy will increase the impact of those investments.
Account-Based Marketing (ABM ) is a proven strategy that focuses sales and marketing efforts on targeting the accounts most likely to generate revenue. ABM allows marketers to scale growth and revenue by generating marketing-sourced deals. By targeting your most desired accounts and attracting them with personalized messaging, you’ll increase customer acquisition and also penetrate new markets.
A recent study from ITSMA revealed that 75% of executives will read unsolicited marketing materials that contain ideas that might be relevant to their business, and of these, 92% said they would pay attention to this content even if it is from a company they have never done business with before.
Each of the trends above - content marketing, advertising, and marketing automation point to Account-Based Marketing and personalization as the method to increase customer acquisition while lowering marketing spend. By analyzing firmographic information and company-based profiling of key accounts, you can ensure that prospects receive relevant and engaging content in real-time (even if the content or company is completely new to them).