Most marketers are intimately familiar with lead generation or “lead gen”: The marketing process of stimulating and capturing interest in a product or service for the purpose of developing sales pipeline. —Marketo
For much of the early part of the 21st century, this “traditional” form of lead gen was the golden ticket to build a sales pipeline, collect email addresses, and effectively market to prospects.
Just ask Marketo, Pardot, Hubspot, and other marketing automation platforms. Traditional lead generation still works; however, many of these efforts seems to be plateauing.
People, or “prospects”, as we tend to call them (even though “prospects” are really just people like you and me!) no longer have time or patience to consume generic messaging—the kind that you batch and blast over email.
The gig is up.
We all recognize mass emails and generic, not-all- that-targeted marketing messaging when we see them. Just check your inbox if you don’t believe us!
The solution? Account-Based Marketing (ABM). Account-Based Marketing is a highly-personalized, high-touch, extremely targeted approach to creating and executing marketing campaigns. Haven’t heard of ABM, or still don’t feel like you totally get what it’s all about? Don’t worry we’ll explain in detail shortly.
But like traditional lead generation efforts, ABM needs a full- funnel strategy.
In this ebook we’ll talk about ABM and how to kick off your ABM strategy. It all starts with content!
WHAT WE HOPE YOU WILL LEARN FROM THIS EBOOK:
Some of the content of this ebook may be a refresher for you. Other sections may—we hope—be brand new. Either way, it’s our goal that you’ll walk away at the end of this ebook with the following:
- A brief overview of what ABM is and why it’s so important
- The ever-so-critical role of content marketing in any sound ABM strategy
- The three (3) tiers of ABM
- The content marketing programs associated with each tier