6 Key takeaways
In summary, Targeted Demand Generation acts as a bridge between traditional demand generation and ABM by enabling you to deliver high-quality leads while also building long-term awareness and engagement with valuable accounts.
To succeed with Targeted Demand Generation remember the following:
Data is everything
Targeted Demand Generation and ABM strategies need large volumes of data. Start by cleaning up your 1st party data through a discovery and cleanse exercise. Next, leverage 3rd party data to gain a deeper understanding of your target accounts and increase your reach.
Define your Ideal Customer Profile (ICP)
ICPs are key for Targeted Demand Generation and ABM. If 1st party data lacks detail, use 3rd party data to create lookalike audiences and gain insights on ideal customers.
Embrace AI and NLP
Use AI and NLP technology to uncover opportunities and gain insights on highly engaged in-market prospects, spotting trends and behavior patterns beyond what your team can see.
Create intelligence-fueled content
Use data and NLP to inform content creation so you only allocate resources in the areas aligned with your ICPs and campaign objectives. Create personalized content journeys for different members of the DMU community to fast-track decision making.
Invest in content environments
Content rich environments enable you to drive knowledge around specific topics while harvesting key engagement metrics. Leveraging a 3rd party platform provides access to your audience in their native environment on both an individual and account level, along with tools to track engagement, and remarketing based on content engagement.
Optimize and scale
Use metrics and intelligence to optimize content, inform prioritization, and scale Target Demand Generation into a full ABM strategy.