Section 1:
Targeted Demand Generation? Tell me more...
Targeted Demand Generation may not be the first thing to come to mind when you think of ABM but like any great warm up act it can help you get more out of the main event, ABM, or deliver a compelling ROI by itself.
But what is Targeted Demand Generation exactly?
Targeted Demand Generation is a strategic approach that can be used alongside ABM or independently to create interest and demand among a specific group of high-value accounts.
Unlike traditional demand generation which casts the net wide to attract the highest volume of MQLs, Targeted Demand Generation involves identifying and engaging with the key decision-makers within a select group of accounts, and providing them with personalized and relevant content that speaks directly to their unique needs and challenges. It draws heavily on data and analytics to track the engagement and response of the targeted accounts, enabling marketers to refine and optimize their messaging and tactics.
It’s an excellent strategy for driving essential intelligence into your business that uncovers the unique needs and pain points of your high-value accounts. And, while internal teams focus on building out an ABM architecture, you can keep the MQLs flowing ensuring that the sales pipeline remains active, and the sales team can continue to engage with prospects and close deals.
At its core, Targeted Demand Generation involves leveraging quality data, technology, content rich environments and expertise to attract and accelerate demand by:
- Identifying the best possible accounts to inform Ideal Customer Profiles (ICP)
- Prioritizing your target account lists (TAL)
- Creating personalized content experiences
- Executing effective multichannel campaigns
Where does Targeted Demand Generation sit in the ABM ecosystem?
While partnering with an external provider for Targeted Demand Generation can certainly provide significant benefits to implementing an effective ABM strategy, it's not the only option available.
When companies do partner with an external provider for Targeted Demand Generation, they tend to benefit most from the economies of scale which would otherwise be unavailable to them. They can not only leverage their partner's advanced technology, intent intelligence, and expertise but they can test a marketplace or expand a campaign rapidly without the need for significant structural or financial upheaval.
Advantages of this approach:
- By leveraging 3rd party audiences, you can expand your reach and target potential customers beyond your existing network.
- Advertising power further amplifies your message and increases your brand visibility.
- Technical capabilities enable you to track engagement, measure results, and optimize your campaigns for maximum impact while reducing the risk of costly marketing investments.
Targeted Demand Generation is a powerful tool for improving your ABM foundations, providing an excellent opportunity to build the 1st and 3rd party data you need for ABM activities while enabling you to target accounts at scale.
The essential components of Targeted Demand Generation
To tap into the potential of Targeted Demand Generation, you need access to some, or all, of the following:
Aggregated 1st and 3rd party data at scale
Effective Targeted Demand Generation relies on data. Aggregating 1st and 3rd party data gives a comprehensive view of your target audience. Scale is crucial here for accurate insights and better decision-making.
Technology
AI and natural language processing (NLP) are vital in Targeted Demand Generation, analyzing large volumes of data quickly and accurately. They identify patterns and trends that may not be apparent to humans, and automate and optimize various activities like data analysis, content creation, and campaign optimization.
Content-rich environments
Content hubs or publishing platforms form a digital focal point for Targeted Demand Generation campaigns. Through providing content rich environments optimized for multi touchpoint engagement, brand value can be fast-tracked and crucial audience intelligence harvested.
Expertise
Targeted Demand Generation requires specialized knowledge and skills to plan, execute and optimize campaigns effectively. Expertise in both ABM and demand generation strategies, tactics and best practices, allows you to craft and implement strategies tailored to your audience, industry and business goals.