How is ABM different from Demand Generation
Posted: Sun Jan 05, 2025 6:14 am
At its core, ABM alters the traditional marketing funnel. Instead of casting a wider net to generate and capture demand, ABM is a focused approach where you target key accounts that are an ideal fit for your solution or product.
That said, we are still generating demand for a solution to our ideal customer’s pain points.
So instead of looking at demand generation and account based gcash database marketing as mutually exclusive approaches to marketing, consider ABM as a subclass to Demand Generation. ABM has a particular time and place when it is the most effective demand generation strategy—knowing when and where to use it is paramount.
Key Components of ABM
Determining if ABM will be a good fit for your demand generation program—and more importantly the overall effectiveness of this type of campaign—depends on a number of factors.
We boil these down to the following key components of ABM:
Account Selection. The first step in ABM is identifying target accounts that fit your ideal customer profile (ICP). This involves analyzing data to pinpoint companies that match specific criteria such as industry, company size, revenue, buyer roles, and purchasing behavior. If your total addressable market is massive, consider ABM only after you’ve implemented less sophisticated methods of demand generation so you can understand who your most valuable buyers are.
Omnichannel Engagement. ABM encompasses an omnichannel approach to engage target accounts across various touch points throughout the buyer's journey. The most effective campaigns leverage a combination of email, paid advertising, social media, sales outreach, direct mail, and events. Building your campaigns with this in mind, marketers can create a seamless experience to reinforce their brand’s message.
Personalized Messaging. Unlike traditional marketing campaigns which deliver a more generalized message to a broader audience, ABM gets laser-focused. To have an effective ABM campaign, we will need personalized content and communication tailored to the unique needs and challenges of each target account. Whether through email, social media, or targeted advertising, you must have highly relevant content.
Alignment with Sales. Successful ABM initiatives require close collaboration between marketing and sales teams. You must secure 100% buy-in from leadership from both teams before venturing down this path.
This alignment of effort allows both teams to work together to identify target accounts, tailor outreach strategies, and coordinate follow-up activities.
In our experience, the most effective ABM initiatives are those that include massive involvement and commitment from both sales and marketing.
If you think your organization is ready for ABM, New Breed offers an ABM Blueprint to help take your ABM strategy from readiness to ROI, unpacking what it takes to deliver ABM success.
That said, we are still generating demand for a solution to our ideal customer’s pain points.
So instead of looking at demand generation and account based gcash database marketing as mutually exclusive approaches to marketing, consider ABM as a subclass to Demand Generation. ABM has a particular time and place when it is the most effective demand generation strategy—knowing when and where to use it is paramount.
Key Components of ABM
Determining if ABM will be a good fit for your demand generation program—and more importantly the overall effectiveness of this type of campaign—depends on a number of factors.
We boil these down to the following key components of ABM:
Account Selection. The first step in ABM is identifying target accounts that fit your ideal customer profile (ICP). This involves analyzing data to pinpoint companies that match specific criteria such as industry, company size, revenue, buyer roles, and purchasing behavior. If your total addressable market is massive, consider ABM only after you’ve implemented less sophisticated methods of demand generation so you can understand who your most valuable buyers are.
Omnichannel Engagement. ABM encompasses an omnichannel approach to engage target accounts across various touch points throughout the buyer's journey. The most effective campaigns leverage a combination of email, paid advertising, social media, sales outreach, direct mail, and events. Building your campaigns with this in mind, marketers can create a seamless experience to reinforce their brand’s message.
Personalized Messaging. Unlike traditional marketing campaigns which deliver a more generalized message to a broader audience, ABM gets laser-focused. To have an effective ABM campaign, we will need personalized content and communication tailored to the unique needs and challenges of each target account. Whether through email, social media, or targeted advertising, you must have highly relevant content.
Alignment with Sales. Successful ABM initiatives require close collaboration between marketing and sales teams. You must secure 100% buy-in from leadership from both teams before venturing down this path.
This alignment of effort allows both teams to work together to identify target accounts, tailor outreach strategies, and coordinate follow-up activities.
In our experience, the most effective ABM initiatives are those that include massive involvement and commitment from both sales and marketing.
If you think your organization is ready for ABM, New Breed offers an ABM Blueprint to help take your ABM strategy from readiness to ROI, unpacking what it takes to deliver ABM success.