How Top Marketers Are Integrating Targeted Account Efforts With Lead Gen Strategies

The B2B Balancing Act

Many B2B companies have launched ABM initiatives, but some are struggling with how to balance these more targeted programs versus traditional, lead-focused demand generation. The emerging reality is that both ABM and lead-focused demand gen have a role to play in today’s B2B marketing efforts to prioritize high-value accounts and identify new prospects.

Finding a healthy balance between the two is key. Check out this interactive white paper to learn:

  • Where traditional lead gen strategies and ABM diverge and overlap;
  • How to match targeted personas to targeted accounts;
  • Target account selection and engagement;
  • Where buyer and account personas fit in; and
  • Much more!

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