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#SangramSeries: Lead Generation vs. ABM

Author brianna.watts Category Uncategorized

In this first edition of videos presented by Sangram, Sangram quickly but thoroughly explains the key difference why account-based marketing works and lead generation doesn’t for B2B organizations.

If you can’t watch the full video (it’s only 1:20 minutes!), check out the main flipping points below and tweet the ones you like best! 

Flipping Points

  • Less than 1% of leads turn into customers.
    • No matter how many thousands and thousands of leads you throw down the traditional funnel, you’re only likely to convert one percent of those, according to Forrester.

[fusion_builder_container hundred_percent=”yes” overflow=”visible”][fusion_builder_row][fusion_builder_column type=”1_1″ background_position=”left top” background_color=”” border_size=”” border_color=”” border_style=”solid” spacing=”yes” background_image=”” background_repeat=”no-repeat” padding=”” margin_top=”0px” margin_bottom=”0px” class=”” id=”” animation_type=”” animation_speed=”0.3″ animation_direction=”left” hide_on_mobile=”no” center_content=”no” min_height=”none”][Tweet “Less than 1% of #leads turn into customers, according to @Forrester”]

  • “I’ve been doing lead gen all my life, how do I adapt to ABM?”
    • If you’ve been doing lead generation for 10-15 years and want to transition to ABM but you’re nervous, here’s the trick: start with identifying 100 key accounts versus the thousands you would with irrelevant accounts with lead gen., then expand to the key stakeholders in these accounts.

[Tweet “”I’ve been doing #leadgen all my life, how do I adapt to #ABM?””]

  • “I reached out to these key stakeholders, so what’s next?”
    • Engage, engage, engage! You can drive communication with these decision-makers across a number of channels like mobile, Facebook, LinkedIn, video, direct mail – what ever channels will drive the biggest result for you!

[Tweet “”I reached out to these key stakeholders, now what?” #FlipMyFunnel”]

The main message here is, you can do lead gen in ABM as long as you’re targeting the accounts that actually matter to you.[/fusion_builder_column][/fusion_builder_row][/fusion_builder_container]

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