Can ABM & Demand Gen work together?

𝐃𝐨 𝐀𝐁𝐌 & 𝐃𝐞𝐦𝐚𝐧𝐝𝐆𝐞𝐧 𝐰𝐨𝐫𝐤 𝐰𝐞𝐥𝐥 𝐭𝐨𝐠𝐞𝐭𝐡𝐞𝐫?

While they may seem like 2 radically different approaches..

While ABM focusses on the right accounts to go after

Demand Generation casts a wider net to attract more audience

The truth is - ABM & Demand Gen make a great team

Each with its own superpowers in the right context

Demand Generation 📢

The trusted net-casting method has served marketers well for ages

This approach is perfect

• When your target audience is broad
• Your product costs less than $500-1000/year
• Your goal is to create awareness & generate leads

This is a powerful way to generate new leads from unknown audiences

Account Based Marketing 🎯

With ABM, you go beyond the mass market approach

This approach works best when

• You have a clear target account list (TAL)
• You want to build relationships with decision-makers there.
• You guide them through a personalized buyer's journey.

It's a strategic approach to earn their trust and close deals.

𝘠𝘦𝘴, 𝘣𝘰𝘵𝘩 𝘵𝘩𝘦𝘴𝘦 𝘴𝘵𝘳𝘢𝘵𝘦𝘨𝘪𝘦𝘴 𝘤𝘢𝘯 𝘸𝘰𝘳𝘬 𝘴𝘪𝘮𝘶𝘭𝘵𝘢𝘯𝘦𝘰𝘶𝘴𝘭𝘺.

𝘈𝘯𝘥 𝘵𝘩𝘦𝘺 𝘤𝘢𝘯 𝘸𝘰𝘳𝘬 𝘸𝘦𝘭𝘭!

And this is how most of our customers use both (and we suggest them to do so)

You set a demand generation engine to generate leads

When inbound leads come through the funnel —> you pick out only the high-value ICP accounts.

These accounts go into the personalization-focused ABM funnel.

The rest go through the normal sales process

With this approach

⇝ Demand gen keeps the pipeline robust.

⇝ ABM ensures that the high-value leads are given more attention.

And that's how you make the most of the DemandGen and ABM combo.

You get best of both of the worlds

Do you use demand generation & ABM together? What has worked best for you?