Before getting into Account-based Marketing (ABM), let’s see how sales personnel get business without it. Imagine that you want to make a sale for your company.
We’ve had many brands walk through our doors (or more often we’ve walked through theirs) looking to jump into marketing; and they all have their reasons: brand awareness, demand generation, lead generation, thought leadership, meaningful engagement with their audience.
Generate as many leads as possible. It’s the classic KPI for digital marketing teams. As an agency, we get countless briefs from clients for lead generation campaigns, but often without the strategic foundation to make them successful. The problem with this approach is that these campaigns will inevitably fail.