The B2B Balancing Act
Many B2B companies have launched ABM initiatives, but some are struggling with how to balance these more targeted programs versus traditional, lead-focused demand generation. The emerging reality is that both ABM and lead-focused demand gen have a role to play in today’s B2B marketing efforts to prioritize high-value accounts and identify new prospects.
Finding a healthy balance between the two is key. Check out this interactive white paper to learn:
- Where traditional lead gen strategies and ABM diverge and overlap;
- How to match targeted personas to targeted accounts;
- Target account selection and engagement;
- Where buyer and account personas fit in; and
- Much more!
