Traditional Demand Generation and Marketing Automation are based on the concept of casting a wide net over your target market with messages that resonate to individuals. Persons that respond get qualified and handed over to a receiving function, usually sales. But in B2B and especially enterprise, usually that individual is part of a much larger buying committee.

Handing over one single individual without having any information about the readiness of the buying committee generates limited business impact. So what if marketing could establish and influence readiness of that very same committee? Welcome Account Based Marketing!

Be careful though, ABM is a term with many use cases and applications. It is profoundly different than person based Demand Generation as it is about business marketing strategy that concentrates resources on a set of target accounts within a market. No more casting of wide nets. Instead it monitors account behavior and uses personalized campaigns designed to engage each account, basing the marketing message on the specific attributes and needs of the account. In an ideal scenario sales and marketing work together from beginning to the end for your top accounts. But also the rest of your target audience can benefit from a Marketing to Accounts approach. LeadFabric has build an offering that allows you to run ABM and MtA programs using innovative technologies and (intent) data providers. We can also run your entire program including media orchestration and campaign design.

As the saying goes, "Content is King" and is the fuel that powers all aspects of your marketing organization. Does your organization have all their content centralized in one central hub? Is your content tagged with appropriate labels so it is easy to find? Leadfabric works directly with some of the leading content tools, including Uberflip and Folloze, to help organize get a strong handle on aspects of their content engine.
It is a sad fact that over 60% of content created by B2B organizations is never used. These tools not only support content creation but will also help with marketing and sales alignment. Stop wasting limited budget on content that goes wasted and win over sales teams with improved personalization and sales enablement capabilities.