B2B direct mail seems to be the hottest marketing channel this year. Direct mail has been effective at Bizible and I suspect it will continue to be effective for a long time coming.
Launching an account-based marketing (ABM) program can be a daunting task, especially if you’re building a new ABM program from scratch. At LeadMD we’ve found the majority of B2B marketers are early in their ABM implementation. Most are currently researching its viability as a marketing strategy and trying to determine if it’s even a good fit for their business.
The inevitable next step after research is to put together a plan. That’s what we provide in this article.
Launching an account-based marketing program requires database management, getting insights from your customer database, creating content, executing, and performance measurement.
As B2B marketers, we look for frameworks and models to help improve how we run marketing. Unfortunately, frameworks often fall short of our needs. Frameworks usually come in two flavors, they are either based purely on inbound strategies, or they are based purely on outbound strategies. But most companies use both inbound and outbound.
It simply is not realistic to expect an organization to use just one strategy. Both strategies have its merits.
If you're doing some outbound activity, you probably think account-based marketing makes a lot of sense. It aligns growth between marketing and sales, enables marketing to be more focused in their messaging, and enables marketing to influence the entire funnel. Most of all, it helps companies grow faster.
However, pure account-based marketing can be limiting. By definition it excludes profitable inbound marketing tactics such as content marketing and SEO, and can be an expensive to build fully personalized campaigns for each target company. So there's a scaling problem here.
So, how can you get the benefits of account-based marketing yet do it at scale? The answer is Account-Based Demand.