There are different ways to approach lead generation, in particular you can use either lead based marketing or account based marketing. Dayna Rothman will dive into the pros and cons of each strategy.
- [Instructor] As you're building out…your lead generation program, it's critical to decide…between a leads- or account-based strategy.…There are multiple fundamental approaches…to a lead generation strategy and what you choose…will really depend on your goals and your business.…The first and more traditional approach…that you can use is lead-based marketing.…This is historically what lead generation is all about.…It's a strategy that places the focus…on driving demand with an individual.…
So a lead, an individual, comes into your funnel,…and you work on building a relationship…with that person over time.…The next strategy you can do is…account-based marketing, or ABM.…ABM focuses on driving demand by marketing to a targeted…account, so an account, as in a group of individuals.…And this is important because, as you think…about your sales process and how your sales team…talks about accounts versus leads, you'll probably find…that your sales team speaks in accounts.…
However, marketing historically has spoken in leads.…
Author
Dayna Rothman
Released
3/7/2017- Identifying funnel stages
- Defining key goals and metrics
- Deciding on an approach
- Building a lead generation plan and a team
- Aligning with stakeholders
- Choosing a lead generation technology
- Building attractive content
- Generating leads with blogs and social media
- Creating an SEO strategy
- Tracking ad performance
- Increasing visibility through events
- Using paid ads and direct mail
- Qualifying leads
- Measuring campaign effectiveness
Skill Level Advanced
Duration
Views
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Introduction
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Welcome1m 13s
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1. Identifying Your Leads and Defining Your Sales Funnel
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Create lead hand-off rules7m 58s
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2. Developing Your Lead Generation Strategy
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Lead generation plan, part 14m 46s
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Lead generation plan, part 24m 24s
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3. Generating Leads with Inbound Marketing
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Website testing5m 2s
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4. Targeting Your Approach with Outbound Marketing
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Tracking your ad performance4m 54s
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Event promotion3m 37s
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5. Measuring and Testing Your Lead Generation Programs
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Conclusion
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Wrap up1m 33s
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Video: Decide between a lead or account-based strategy