Skip to content
  • What we do

Demand Acceleration

Integrated marketing programs designed to surround your buyer with full funnel content and solve marketing challenges.

Demand Capture

Capture in-market leads against your ICP and target accounts with content syndication, personalized email marketing and 1-1 telemarketing.

Services

  • Account-Based Marketing
  • Content Creation
  • Content Syndication
  • Demand Generation
  • Lead Generation
  • Market Research
  • Thought Leadership
  • Account-Based Marketing
  • Content Creation
  • Content Syndication
  • Demand Generation
  • Lead Generation
  • Market Research
  • Thought Leadership

Featured Whitepaper

ABM Hub

Master the latest ABM plays with our dedicated ABM Hub, home to all your essential resources including 1st party research, strategy breakdowns, templates, tutorials and more…

Sales Acceleration Hub

Packed with insights, examples and best practices, this hub consists of tried and tested strategies providing a framework to help you design and deploy an effective Sales Acceleration strategy for your business.

Content

  • All Resources
  • Blog
  • Case Studies
  • Infographics
  • Media Pack
  • Webinars
  • Whitepapers
  • All Resources
  • Blog
  • Case Studies
  • Infographics
  • Media Pack
  • Webinars
  • Whitepapers

Featured Whitepaper

Need some help to find what you're looking for?

Search
  • Our Data
    • Audiences
    • DemandBI
    • Insights for Professionals
  • Our Data
    • Audiences
    • DemandBI
    • Insights for Professionals
  • Resources

Demand Acceleration

Integrated marketing programs designed to surround your buyer with full funnel content and solve marketing challenges.

Demand Capture

Capture in-market leads against your ICP and target accounts with content syndication, personalized email marketing and 1-1 telemarketing.

Services

  • Account-Based Marketing
  • Content Creation
  • Content Syndication
  • Demand Generation
  • Lead Generation
  • Market Research
  • Thought Leadership
  • Account-Based Marketing
  • Content Creation
  • Content Syndication
  • Demand Generation
  • Lead Generation
  • Market Research
  • Thought Leadership

Featured Whitepaper

ABM Hub

Master the latest ABM plays with our dedicated ABM Hub, home to all your essential resources including 1st party research, strategy breakdowns, templates, tutorials and more…

Sales Acceleration Hub

Packed with insights, examples and best practices, this hub consists of tried and tested strategies providing a framework to help you design and deploy an effective Sales Acceleration strategy for your business.

Content

  • All Resources
  • Blog
  • Case Studies
  • Infographics
  • Media Pack
  • Webinars
  • Whitepapers
  • All Resources
  • Blog
  • Case Studies
  • Infographics
  • Media Pack
  • Webinars
  • Whitepapers

Featured Whitepaper

Need some help to find what you're looking for?

Search
  • About Us
    • Our Team
    • Contact Us
    • News
  • About Us
    • Our Team
    • Contact Us
    • News

Demand Acceleration

Integrated marketing programs designed to surround your buyer with full funnel content and solve marketing challenges.

Demand Capture

Capture in-market leads against your ICP and target accounts with content syndication, personalized email marketing and 1-1 telemarketing.

Services

  • Account-Based Marketing
  • Content Creation
  • Content Syndication
  • Demand Generation
  • Lead Generation
  • Market Research
  • Thought Leadership
  • Account-Based Marketing
  • Content Creation
  • Content Syndication
  • Demand Generation
  • Lead Generation
  • Market Research
  • Thought Leadership

Featured Whitepaper

ABM Hub

Master the latest ABM plays with our dedicated ABM Hub, home to all your essential resources including 1st party research, strategy breakdowns, templates, tutorials and more…

Sales Acceleration Hub

Packed with insights, examples and best practices, this hub consists of tried and tested strategies providing a framework to help you design and deploy an effective Sales Acceleration strategy for your business.

Content

  • All Resources
  • Blog
  • Case Studies
  • Infographics
  • Media Pack
  • Webinars
  • Whitepapers
  • All Resources
  • Blog
  • Case Studies
  • Infographics
  • Media Pack
  • Webinars
  • Whitepapers

Featured Whitepaper

Need some help to find what you're looking for?

Search
Get in touch
  • What we do
    • Demand Acceleration
    • Demand Capture
    • Services
      • Account-Based Marketing
      • Content Creation
      • Content Syndication
      • Demand Generation
      • Lead Generation
      • Market Research
      • Thought Leadership
  • Our Data
    • Audiences
    • DemandBI
    • Insights for Professionals
  • Content Hubs
    • ABM Hub
    • Sales Acceleration Hub
  • All Resources
    • Blog
    • Case Studies
    • Infographics
    • Insights
    • Media Pack
    • Webinars
    • Whitepapers
  • About Us
    • Our Team
    • Contact us
    • News
Phone
Email
Contact us

Targeted Demand Generation: The Winning Formula for ABM Success

  • April 28, 2023
  • Account-Based Marketing, Demand Generation
  • Amie Lovell
Targeted Demand Generation - The Winning Formula for ABM Success

Home » Blog » Account-Based Marketing » Targeted Demand Generation: The Winning Formula for ABM Success

Targeted Demand Generation may not be the first thing that comes to mind when you think of demand generation, yet this strategic approach combines the best of both demand generation and Account-Based Marketing (ABM) to drive customer interest and accelerate demand for products or services within B2B audiences.

Why is it a significant topic right now? Our customer research revealed that better quality Marketing-Qualified Leads (MQLs) and ABM were 2 of the key areas clients were focused on this year.

What is the appeal of Targeted Demand Gen for your B2B marketing strategy?

Read on for accessible advice around how both MQLs and ABM ambitions can be achieved through our model of Targeted Demand Generation…

Reading time: 5 minutes

Target Demand Generation, The Bridge to ABM

The Targeted Demand Generation formula

Targeted Demand Generation serves as a precursor to ABM, not a fully-fledged ABM program. Essentially, it is where demand generation meets ABM (MQLs + account engagement) and bridges the gap.

By leveraging Targeted Demand Generation tactics, businesses can identify high-potential accounts and engage with them in a more personalized manner, while still maintaining the scalability of demand generation strategies. Together key components form the foundation of a powerful Targeted Demand Gen formula delivered at scale through strategic third party partnerships.

Targeted Demand Generation Formula

Warming up accounts is vital when it comes to ABM, as it enables sales teams to prioritize and pursue high-value accounts effectively. This is where Targeted Demand Generation comes in, as it is highly effective in creating MQLs while also uncovering valuable account intelligence. By combining these strategies, you can strengthen your ABM efforts and improve your chances of converting high-value accounts into loyal customers.

What is the appeal of Targeted Demand Generation?

Targeted Demand Generation operates by attracting and engaging key decision-makers within a select group of accounts that meet your Ideal Customer Profile (ICP). By delivering relevant and personalized content that addresses their current challenges and unique needs, you can start establish trust and credibility with your target accounts..

Contrary to traditional demand generation tactics, which focus on attracting the greatest volume of MQLs, Targeted Demand Generation takes a more strategic approach by diving deeper into the intelligence required to attain high-quality leads.

Short term wins:

In the short term it enables marketing teams to deliver a higher volume of high-quality marketing-qualified leads (MQLs) within a given timeframe. This in turn ensures that sales reps can focus their valuable time on sales calls and outreach on leads with the greatest potential to move through the demand generation funnel and convert into paying customers.

This ability to drive sales acceleration and pipeline uplift through high-quality leads from accounts most likely to purchase is backed heavily by data and analytics. Such analysis allows the tracking of engagement and response of the targeted accounts, enabling B2B marketers to refine and optimize their messaging and tactics accordingly for the best possible chance of attracting potential customers.

What’s more, while internal teams focus on building out an ABM architecture, marketing efforts can keep the MQLs flowing, ensuring that the sales pipeline remains active while sales teams continue to engage with prospects and close deals.

Longer term wins:

Targeted Demand Generation makes for a superior long-term engagement tactic through building lasting awareness and engagement amongst key accounts and customer account look-a-likes who show buyer intent against the key areas your business services. This means that B2B buyers will continue to keep you front of mind in the future – not only encouraging customer retention but aligning with your overarching business goals.

It is also a powerful strategy for providing crucial account intelligence to make better, more informed ABM strategic decisions. This approach enables businesses to hone in on the most promising opportunities and make more informed decisions around account prioritization and entitlements. By focusing on high-value accounts that match your Ideal Customer Profile (ICP), you can improve your chances of driving revenue growth and maximizing your return on investment (ROI).

Targeted Demand Generation also drives essential knowledge into your business that uncovers the unique needs and pain points of your ideal prospects. This allows you to understand:

  • Exactly what your prospective customers are searching for
  • The buying journey they will likely take
  • The customer touchpoints they will interact with.

This enables marketing teams to focus their content marketing strategy accordingly, from early-stage engagement right through the marketing funnel.

How else can Targeted Demand Generation benefit B2B businesses?

Firstly, it has the ability to facilitate a jump in agility through leveraging third party large scale targeting capabilities – meaning that B2B businesses are not tied into lengthy contracts but can instead harness the benefits of strategic partnerships. The standard B2B demand generation strategy doesn’t allow this level of targeting, giving Targeted Demand Gen a distinct advantage.

It also allows digital marketing teams to build and deliver multichannel campaigns focused on specific account groups, to appeal to their specific pain points and areas of current interest via a range of advertising channels. This makes way for a fluid customer experience that results in business to business solutions being heard, understood and front of mind for potential customers.

One of the key benefits of Targeted Demand Generation is the ability to test new and even niche markets while minimizing risk. Rather than focusing solely on crowded markets, demand generation marketers can expand their horizons and explore untapped opportunities in new markets. It is the level of account detail that Targeted Demand Gen allows that gives marketers the confidence to test new markets with greater accuracy and effectiveness, enabling them to optimize their resources and plan more precise campaigns based on reliable data.

Finally, Targeted Demand Gen helps to engage more stakeholders within key accounts at a larger scale, without first party restrictions such as the CRM getting in the way. This is because it relies on third party targeting and marketing tactics that deliver rapid account intelligence, drilling into quality data that provides key insights into the most relevant content to deliver to engage quality potential leads.

Final thoughts

Standard B2B demand generation tactics seek to attract the highest volume of marketing-qualified leads (MQLs). Targeted Demand Generation aims to provide key decision makers in a select group of accounts with relevant, personalized and authoritative content that links directly with their unique challenges and needs. This is why ABM and demand generation marketing need to go hand in hand – forming third party strategic partnerships to engage members of target accounts and generate greater high-quality MQLs.

Data, analytics, and accompanying B2B marketing tools play a key part in this, to track the engagement and response of target accounts so that B2B marketers can enhance their marketing methods and messaging accordingly.

Remember It’s quality data, technology, content rich environments and expertise that make up the Targeted Demand Generation formula, to create MQLs that feed sales pipelines and achieve ABM objectives through account engagement – effectively generating a greater return on investment than your existing demand generation efforts can allow.

Target Demand Generation - Bridging Demand Gen and ABM

Want access to the latest B2B insights?

Our InboxInsider provides a monthly round-up of the latest whitepapers and reports, trending intent tags, best-performing subject lines, and more.

Latest blogs

B2B Insight

24 B2B Buyer Insights [Revealed]

As B2B marketing professionals across the globe turn to data to inform their approach moving into a new year, we reveal 24 key insights that

30th November 2023
Demand Generation

What is B2B Demand Generation? [14 Strategies to Adopt]

Demand generation is a crucial aspect of any successful business, with B2B marketing leaders spending approximately 20% of their marketing budget on demand gen. Effective

24th November 2023
15 FAQs on ABM: ANSWERED
Account-Based Marketing

Account-Based Marketing (ABM) Infographic: 15 Questions ANSWERED

Interest in account-based marketing (ABM) services continues to grow, as marketers seek results in B2B sales and businesses look for more reliable strategies. But as we know,

20th November 2023
Intent Data

What is Intent-Based Marketing? (A Simplified Guide for B2B Marketers)

In the ever-evolving landscape of B2B marketing, one concept has revolutionized the way businesses approach their sales and marketing strategies: intent-based marketing. In fact it has

17th November 2023
First-Party, Second-Party, Third-Party Intent Data: Exploring the Differences
Intent Data

First-Party, Second-Party, Third-Party Intent Data: Exploring the Differences

First-party, second-party, and third-party intent data give three different outlooks, provide different benefits and have their individual challenges. Which is best for demand generation?

10th November 2023
Demand Generation

Unleash Your Brand’s Potential: 9 Killer Demand Generation Examples

Demand generation marketing is a crucial aspect of any successful marketing strategy. It goes beyond creating awareness and focuses on building trust and nurturing relationships with your

3rd November 2023

Latest blog posts

24 B2B Buyer Insights [Revealed]
Learn More
What is B2B Demand Generation? [14 Strategies to Adopt]
Learn More
Account-Based Marketing (ABM) Infographic: 15 Questions ANSWERED
Learn More
What is Intent-Based Marketing? (A Simplified Guide for B2B Marketers)
Learn More
First-Party, Second-Party, Third-Party Intent Data: Exploring the Differences
Learn More
Unleash Your Brand's Potential: 9 Killer Demand Generation Examples
Learn More
What is B2B Buyer Intent Data? [Types, Benefits and More]
Learn More
Demand Generation vs. Lead Generation: Which Path Leads to Success?
Learn More
The Top 10 Hidden Benefits of Account-Based Marketing
Learn More
5 Account-Based Marketing Facts Every B2B Marketer Should Memorize
Learn More

Winchester, UK
1 Exchange Square
Jewry Street
Winchester
Hampshire
SO23 8FJ
+44 (0)1962 835950

Boston, USA
1661 Worcester Road
Suite 207
Framingham
MA
01701
+1-508-424-5330

Further Information

  • Contact us
  • Booking T&Cs (UK)
  • Booking T&Cs (US)
  • Cookie Policy
  • Privacy Policy
  • Anti-Slavery and Human Trafficking Policy

Read Inbox Insight reviews on G2

Cyber Essentials Plus

Cyber Essentials Plus

Inbox Insight

Inbox Insight Ltd. 1 Exchange Square, Jewry Street, Winchester, Hampshire, SO23 8FJ. Registered in England number: 7179598.

Copyright © 2023 Inbox Insight Ltd. All rights reserved.

This website uses cookies to optimise functionality. Please accept the use of these cookies, or select 'Cookie Policy' for more information (including how to opt-out). Okay Cookie Policy
Cookie Policy

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may affect your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Non-necessary
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.
SAVE & ACCEPT