12 Lead Generation Questions for Account Based Marketing
You must have been wondering how lead generation is related to ABM. ABM is pioneered by ITSMA, the Information Technology Services Marketing Association in 2003 to reach high-value accounts by a targeted approach. You need to tightly align your sales and marketing teams and create personalized messages to achieve max results. Up to 70% of people spent their budget on ABM in 2016. ABM uses all the lead generation techniques then how it is different than the traditional method of generating leads? In this article, we are discussing 12 Lead Generation Questions for Account Based Marketing that you need to know answers for.
First of all, what lead generation techniques do you use? There is a list of them all which I can mention to you here. Is it not –
- Optimizing your social presence
- Creating brand awareness
- Creating video content
- Getting referrals
- Growing LinkedIn network
- Setting up meetings with decision makers, etc
Let us consider a few Lead Generation Questions for Account Based Marketing to understand key differences between Account based Marketing and lead generation.
1. How Account Based Marketing is different than the Lead generation?
This must be one off the ABM questions you have – whether ABM and lead generation are different. ABM is more of outbound marketing tactics while lead generation involves inbound marketing. In ABM, you know who your ideal customers are and you approach them yourself as opposed to lead generation where you wait for your ideal customers to approach you.
2. What content will be helpful in doing Account Based Marketing?
The answer to this is that any content that can satisfy your target account’s needs. Whatever content format they prefer, you have to be adaptable in creating it. The content you create pretty much same as lead generation. The only difference lies in the people for whom it is used. ABM content is used to target a few individuals from the account whereas lead generation techniques target even the prospects which would be disqualified later on.
3. What technology tools does ABM use?
ABM needs personalization to be done and for that, it needs marketing automation software.
IP detection software is needed to help you know who visits your website and what they do. This will help you personalize while follow-up and discussions.
4. How do you know when to use lead generation and ABM?
A simple thing –
When there is great online demand, lead generation is helpful as a lot of leads can populate your sales funnel. Your lead generation inbound tactics will help your prospects find you. However, when it comes to niche marketing and selling to large enterprises, you need to use a strategic approach. At this time you need to use ABM.
5. How do you measure your efforts in ABM and how is it different than lead generation metric?
In the traditional method, you typically measure the number of leads, sales qualified leads, leads that became customers, etc. In ABM, you need to know how many individuals do you know from the target account and the percentage of it, what’s the level of engagement you have with these leads.
According to Megan Heuer at SiriusDecisions, ABM is not about the lead volume but about influence.
The number of page views, clicks, or leads does not mean anything to your bottom line and also for ABM as it is a long-term strategy it includes meaningful metrics.
6. How can I target my account?
You first decide your target accounts and later create appropriate content based on their interest and use social media channels to publish your content. You can also join LinkedIn and Facebook groups where you become the highlight in front of your target accounts by providing value solutions.
7. What’s the difference in purchase intent data?
Here in ABM, a lead means a person who already has accessed any of your content. So, here you only deal with the people who already have shown interest in you and these are active prospects. Once you know them, you go and approach them but in the traditional method you approach everybody else as well and later filter only those who are interested.
8. When does the sales team come into the picture?
You might be wondering if the prospects are already filtered then what the job of the sales team is. Ideally, the sales team comes into the role when the prospects have engaged for some time. In the traditional method, sales and marketing goals are in silos. Marketing is at the 2 ends of buyer’s journey mainly engagement and nurturing and as discussed sales team intervenes when there is defining engagement with the prospects. But in ABM, prospects are viewed in a completely different way because ABM entertains only the prospects that are ready to buy and both sales and marketing teams work in a combined manner for the same goals.
9. How do sales and marketing work together in ABM?
Many have different ABM questions but all of them are interested in this one particular and want to know how both the sales and marketing teams work together. Sales and marketing can work together by agreeing on the type of accounts they want to go for. Also, they both have to agree to spend more time on the accounts that are active compared to the ones that are not.
10. What are the challenges marketers will face if they shift to ABM?
In ABM marketers have to the traditional approach of casting wide nets as in demand gen and have to qualify leads based on the level of engagement. They don’t filter leads after finding them and thus it becomes challenging for marketers to identify their target accounts.
11. What is ‘double funnel’ approach?
Using ‘Double funnel’ approach doesn’t mean you abandon all your previous practices. The double funnel is also called as a flipped funnel by Terminus. As the name suggests the sales funnel is flipped upside down meaning the activities are carried based on the account priority. Rather than knowing and nurturing the potential customers in the later stage, you detect them in the early stage.
12. How is data handled for the better sales and marketing alignment?
Abundant tools are available at your end, like marketing automation and predictive analysis which allows data from all channels to be integrated at one place. This way your sales and marketing teams put forth collaborative actions, bridging the gap between them.
These were a few of the ABM questions people generally ask. Yes, because B2B marketing space is continuously evolving and ABM (Account Based Marketing) is one of its products. Every industry, business, and target audiences have their own pain points and needs. Hence, do your thorough research before implementing any technique. Hope you enjoyed our article on 12 Lead generation Questions for Account-based Marketing. For any questions contact us or comment in the below section.