By adding account-based marketing (ABM) tactics to your repertoire, you amplify your lead generation results. ABM is a strategic approach to lead generation in which your time and resources target a key group of specific accounts. Lead generation draws in the numbers, and ABM qualifies and targets those leads before you market to them.
In other words, by inverting the traditional early-stage marketing process, you target your campaigns to specific customers the moment they enter your funnel, and you do it with real-time, personalized content. You not only zero in on your conversion process, making it easier to measure, you also align your marketing efforts more closely with your sales goals.
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