Blended Demand Gen Programs
Outbound marketing, inbound marketing, and account-based marketing (ABM) are complementary lead-development methods that, in unison, drive greater growth. Each has the following roles to play in a holistic demand gen strategy.
The role of outbound marketing is to capture demand that is currently in the market via tactics like paid digital advertising and email marketing.
Inbound marketing plays several key roles in the overall demand gen strategy. First, it engages portions of your target audience that are in earlier stages of the buyer journey. Second, it creates a differentiation opportunity at every stage of the buyer journey based on high-quality content that helps prospective buyers self-educate and find solutions to their problems via your offerings.
Account-Based Marketing (ABM) focuses a portion of resources on the highest-fit and highest-value accounts which, if won, create disproportionately positive outcomes for the organization. ABM is executed by targeting advertisements, email marketing, on-site experiences, and other touches to specific buyers. In doing so, it maximizes the number of impressions and the level of personalization per target account.