"Is B2B lead generation feeling like a one-sided conversation? You're not the only one who's noticed. Despite access to more channels than ever to connect with leads, a survey by Exclaimer (an email signature software provider) found that 55% of B2B marketers say it's harder to reach customers now than it was five years ago. In fact, 54% cite capturing high-quality leads as their top challenge."
"B2B ABM enhances lead quality by concentrating on specific ideal-fit accounts over broad audience segments. Unlike siloed B2B lead generation tactics, ABM aligns sales and marketing teams to deliver personalized, multitouch experiences tailored to each account's goals, pain points and decision-making dynamics. You begin by applying ideal customer profiles (ICPs) and intent data to identify accounts that are most likely to convert. From there, you create tailored messaging that meets buyers exactly where they are in their buying journey."
Generic lead generation strategies are losing effectiveness; 55% of B2B marketers say it's harder to reach customers now than five years ago, and 54% cite capturing high-quality leads as their top challenge. Account-based marketing (ABM) prioritizes value over volume by targeting high-value accounts with customized, multitouch campaigns. ABM aligns sales and marketing teams to deliver personalized messaging based on ideal customer profiles (ICPs) and intent data, addressing account goals, pain points and decision dynamics. When executed strategically, ABM improves lead quality and typically produces a 21% to 50% higher return on investment compared to traditional B2B lead generation.
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