Our customer, leader in many IT segments and with long history of successfully selling to end-users in the B2C marketplace, approached Celsius with a new challenge. It was about to make a major shift with its strategy to enter the B2B market with a set of solutions aimed at increasing efficiencies in one of the most competitive industries in the world.
One of the main questions we get asked by our clients here at Celsius, is should we focus on lead generation or Account Based Marketing? And our answer is simple. It’s not necessarily one way, or the other.
Many marketers treat lead generation strategies like an old pair of slippers. They are comfortable, you are used to them and although they sometimes look a bit jaded and threadbare, they basically do the job.
Here’s a sobering thought. When it comes to complex B2B companies, 20% of the customer base represents 80% of the revenue. Yet traditonal marketing spend is evenly spread over the whole customer base. So what’s the solution?
Here’s a simple truth when it comes to most marketers: we have more data than we can cope with. Fighter pilots call it ‘helmet noise’: being faced with so much information from so many angles that decision making goes out the window.
Consider how Account Based Marketing (AMB) can help you. According to ITSMA’s Marketing Insights, it “delivers the highest Return on Investment of any B2B marketing strategy”. If your company is in IT, Services or Consulting or with long and complex sales cycles with a potentially large customer base, ABM is the answer.