When to shift from demand generation to account-based marketing for ma…
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In B2B marketing, many companies start with demand generation—casting a wide net to build brand awareness and attract as many leads as possible. But as organizations grow, they often realize that not all leads are created equal. That’s where Account-Based Marketing (ABM) comes in: a highly targeted approach designed to maximize ROI by focusing resources on high-value accounts.
So how do you know when it’s time to make the shift?
Signs you should shift to ABM:
- You’re chasing volume, not
value
If your pipeline is full of leads but few are converting into profitable deals, it’s a sign that broad demand generation has reached its limits. ABM ensures your efforts target accounts that truly fit your ideal customer profile. - Sales and marketing are out
of sync
When sales teams complain that marketing is handing them unqualified leads, ABM bridges the gap by aligning both teams around the same high-value accounts and shared goals. - Your product or service has
a high price point
If you’re selling enterprise software, financial services, or complex solutions with long buying cycles, ABM is far more efficient than broad-based lead generation. - Multiple stakeholders
influence deals
Demand generation often struggles to nurture entire buying committees. ABM, on the other hand, tailors messaging to each stakeholder—from IT managers to C-suite executives—ensuring alignment across the decision chain. - You’re ready for precision
and personalization
Once your brand has built general awareness, it’s time to move from broad reach to laser-focused engagement. ABM enables personalized campaigns for accounts that actually move the revenue needle.
The big
picture:
The shift from demand generation to ABM isn’t about abandoning one for the
other—it’s about evolution. Demand generation builds awareness and fills the
top of the funnel, while ABM narrows the focus for maximum ROI. The sweet spot
comes when you stop chasing “more leads” and start investing in better leads
that drive long-term growth.
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