Why is Targeted Demand Generation so compelling?
The appeal of Targeted Demand Generation lies in its ability to deliver both short-term and long-term wins for B2B marketers. In the short term, it can deliver a volume of qualified leads within a given timeframe, drive sales acceleration and fill pipelines with higher quality MQLs from accounts most likely to purchase.
In the longer term, it can build lasting awareness and engagement among key accounts and account lookalikes that show intent against key areas of your business’ products or services. It also provides crucial account intelligence that can inform better Account-based Marketing (ABM) strategic decisions, such as account prioritization and entitlements.
But that’s not all.
Through leveraging economies of scale via strategic partnerships, Targeted Demand Generation has a broad appeal for many, such as:
- Businesses that have invested in ABM software but are unable to reach accounts in their native environments
- Businesses wanting to onboard ABM strategy but don’t have the technology, budget or in-house expertise
- Businesses that want to test new markets while minimizing risk
In this guide, we will explore the growing popularity of Targeted Demand Generation and how it is assisting B2B marketers in bridging the gap between traditional demand generation and their ABM objectives.