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How to use lead generation with account-based marketing

November 17, 2023 | Jimit Mehta

Are you tired of using traditional marketing strategies to generate leads without seeing any significant results? It's time to switch to a more targeted approach: account-based marketing (ABM). ABM is a B2B strategy that focuses on individual accounts and high-value targets instead of a broad audience. By aligning your lead generation efforts with ABM, you can increase your chances of attracting the right prospects and closing more deals. In this article, we'll show you how to use lead generation with account-based marketing to take your B2B marketing to the next level.

Understanding the basics of account-based marketing (ABM)

"Understanding the basics of ABM" is a crucial step in effectively combining lead generation with ABM. ABM is a B2B marketing strategy that focuses on individual accounts rather than a broad audience. The goal of ABM is to create highly personalized and relevant experiences for each target account, with the aim of driving engagement and ultimately closing more deals. In ABM, you identify the key decision makers at your target accounts and develop a customized marketing plan for each one.

This allows you to tailor your messaging and approach to the specific needs and challenges of each account, making it more likely that they'll engage with your brand and become a customer. Understanding the basics of ABM will help you get the most out of your lead generation efforts and achieve better results for your B2B marketing.

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The benefits of combining lead generation with ABM

Combining lead generation with ABM can bring numerous benefits to your B2B marketing strategy. Here are a few key benefits:

  1. Increased Efficiency: By aligning your lead generation efforts with ABM, you can focus your resources on high-value target accounts that are most likely to convert into customers. This saves time and effort compared to traditional lead generation methods that cast a wide net and often result in low-quality leads.

  2. Better Targeting: Lead generation and ABM go hand in hand when it comes to targeting. ABM allows you to identify specific decision makers at your target accounts, and lead generation provides you with the tools to reach those decision makers with personalized messaging and offers.

  3. Improved Conversion Rates: The personalized approach of ABM combined with targeted lead generation efforts can result in higher conversion rates. By engaging with your target accounts in a meaningful way, you can build trust and establish yourself as a trusted advisor, making it more likely that they'll become a customer.

  4. Enhanced Collaboration: Combining lead generation with ABM can improve collaboration between your sales and marketing teams. The two teams can work together to develop a unified strategy for engaging with target accounts and converting them into customers.

In conclusion, combining lead generation with ABM can bring numerous benefits to your B2B marketing strategy, including increased efficiency, better targeting, improved conversion rates, and enhanced collaboration.

Identifying high-value target accounts for ABM

Identifying high-value target accounts is a critical step in implementing an effective ABM strategy. These are the accounts that are most likely to benefit from your products or services and have the highest potential for conversion. To identify these target accounts, consider the following factors:

  1. Fit: Look for accounts that match your ideal customer profile. This includes factors such as industry, company size, location, and other demographic information.

  2. Engagement: Consider the level of engagement your company has had with the target account in the past. Have they shown interest in your products or services before? Have they already engaged with your brand in some way?

  3. Revenue Potential: Evaluate the revenue potential of each target account. How much business could they potentially bring in?

  4. Competitive Landscape: Take into account the competitive landscape for each target account. Are there other companies competing for their business?

By evaluating these factors, you can identify the high-value target accounts that are most likely to benefit from your ABM strategy and lead generation efforts. Once you have identified these accounts, you can develop a customized marketing plan for each one, tailoring your messaging and approach to their specific needs and challenges.

Creating a targeted lead generation campaign for ABM

Creating a targeted lead generation campaign for ABM involves developing a strategic plan for reaching and engaging your high-value target accounts. Here are the steps to follow when creating a targeted lead generation campaign for ABM:

  1. Define Your Objectives: Clearly define what you hope to achieve with your lead generation campaign. This could include generating leads, building brand awareness, or nurturing relationships with target accounts.

  2. Identify Your Target Audience: Using the target accounts you have identified through your ABM strategy, determine the specific decision makers you want to reach within each account.

  3. Develop Your Message: Create a compelling message that speaks directly to the needs and challenges of your target audience. This message should be personalized for each target account and decision maker.

  4. Choose Your Channels: Select the channels that are most likely to reach your target audience, such as email, social media, or targeted advertising.

  5. Implement Your Campaign: Once you have developed your message and chosen your channels, it's time to put your plan into action. This could involve creating email campaigns, social media posts, or targeted ads.

  6. Measure and Optimize: Regularly evaluate the performance of your lead generation campaign and make data-driven decisions to optimize it. This could involve adjusting your messaging, adjusting your targeting, or changing your channels.

By following these steps, you can create a targeted lead generation campaign for ABM that is tailored to the specific needs and challenges of your high-value target accounts. This will increase your chances of attracting the right prospects and closing more deals.

Aligning lead generation and ABM with your sales process

Aligning your lead generation and ABM efforts with your sales process is essential for achieving maximum results. Here's why:

  1. Better Handoff: By aligning your lead generation and ABM efforts with your sales process, you can ensure that leads generated through your marketing efforts are properly handed off to the sales team. This allows the sales team to continue the conversation with the prospect and work towards closing the deal.

  2. Improved Collaboration: Aligning lead generation and ABM with your sales process helps to break down silos between your marketing and sales teams. This encourages collaboration and ensures that everyone is working towards the same goal.

  3. Better Lead Qualification: By aligning lead generation and ABM with your sales process, you can ensure that leads generated through your marketing efforts are properly qualified before they are passed on to the sales team. This helps to eliminate waste and ensures that the sales team is only working with high-quality leads.

  4. Enhanced Lead Nurturing: Aligning lead generation and ABM with your sales process allows you to nurture leads through each stage of the buying process. This helps to keep your brand top of mind and increases the chances of closing the deal.

In conclusion, aligning lead generation and ABM with your sales process is essential for achieving maximum results. By breaking down silos between your marketing and sales teams, improving lead qualification, and enhancing lead nurturing, you can ensure that your marketing and sales efforts are working together to drive results.

Measuring the success of your lead generation and ABM efforts

Measuring the success of your lead generation and ABM efforts is crucial for determining what's working and what needs to be improved. Here are some key metrics to consider when measuring the success of your lead generation and ABM efforts:

  1. Lead Volume: Track the number of leads generated through your lead generation efforts. This will give you a sense of the effectiveness of your marketing campaigns.

  2. Conversion Rates: Track the conversion rate of leads generated through your lead generation and ABM efforts. This will give you a sense of the quality of the leads you are generating.

  3. Cost per Lead: Track the cost per lead generated through your lead generation efforts. This will help you determine the cost-effectiveness of your campaigns.

  4. Deal Close Rate: Track the deal close rate of leads generated through your lead generation and ABM efforts. This will give you a sense of the effectiveness of your sales process.

  5. CLV: Track the CLV of customers acquired through your lead generation and ABM efforts. This will give you a sense of the long-term value of your marketing and sales efforts.

By tracking these metrics, you can gain a better understanding of the effectiveness of your lead generation and ABM efforts and make data-driven decisions to improve your results. This will help you optimize your marketing and sales efforts and ultimately drive better results for your B2B marketing.

Best practices for integrating lead generation with ABM in your B2B marketing strategy

Integrating lead generation with ABM in your B2B marketing strategy can help you achieve better results and drive more conversions. Here are some best practices to keep in mind when integrating lead generation with ABM:

  1. Define Your Target Accounts: Clearly define your high-value target accounts and develop a customized ABM plan for each one.

  2. Personalize Your Messaging: Personalize your messaging for each target account and decision maker to increase the chances of engagement.

  3. Align Your Sales and Marketing Teams: Encourage collaboration between your sales and marketing teams to ensure that everyone is working towards the same goal.

  4. Use Data-Driven Insights: Use data-driven insights to inform your lead generation and ABM efforts. This will help you optimize your campaigns and drive better results.

  5. Measure Your Results: Regularly measure the success of your lead generation and ABM efforts to determine what's working and what needs to be improved.

By following these best practices, you can effectively integrate lead generation with ABM in your B2B marketing strategy. This will help you attract the right prospects, close more deals, and drive better results for your business.

Final thoughts

Lead generation and ABM are two powerful B2B marketing strategies that can be combined to drive better results. ABM is a strategy that focuses on individual accounts and high-value targets, while lead generation involves attracting and nurturing leads through various marketing channels. By aligning your lead generation efforts with ABM, you can create a targeted and personalized approach that increases your chances of attracting the right prospects and closing more deals. In this article, we covered key topics such as the benefits of combining lead generation with ABM, identifying high-value target accounts, creating a targeted lead generation campaign, aligning lead generation and ABM with your sales process, measuring the success of your efforts, and best practices for integrating lead generation with ABM in your B2B marketing strategy.

By following these best practices, you can effectively use lead generation with ABM to drive better results for your business.

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