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While demand generation creates awareness and demand for your brand, it's not predictable. You can't control the outcomes of your content and demand activities.

Account-based marketing is predictable but doesn't work effectively without demand generation when scaling.

If you sell a B2B product or service with a 5+ figure ACV, you need both.

Demand gen activities bring more prospects that fit your ICP and create awareness. They are just curious and not ready to buy.

Your next step is creating dedicated programs to activate these prospects.

Here is a practical example.

1. We plan a partner webinar with one SalesTech software and promote it to our audiences.

2. SDR from our future client signs up and sends a link to the marketing team.

3. One of the marketers checks my profile on LinkedIn and starts following me.

4. The same marketer searches our website and reads some of our case studies. Then, sends a link to the COO, recommending to sign up for the webinar.

5. After the webinar, we send a content hub with our case studies, benefits of implementing account-based demand generation for marketing, sales, and COO.

6. We see that the team spends in total more than 40 minutes in our content hub consuming the content.

7. I reached out to the marketer & COO asking for feedback about the webinar and the content hub.

8. After hearing back, I asked if they would be interested in a quick chat where I could explain to them how to implement the same strategies.

9. A few calls later, the contracts were signed.

Could we sign the contract without manual activation (ABM)?

Probably, yes. But there is always a risk of "let us try doing it ourselves first" and losing the momentum.

Could we sign a contract with that account without creating awareness and demand first?

Probably, yes. But it'd take us way longer to build relationships and gain trust with that company.
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As you see, this case study has nothing with the linear sales funnel most B2B companies try to create.

You must understand how your customers are buying. Then, marketing (creating awareness & demand) and activating them accordingly.

I sat down with Katelyn Bourgoin to share with you:

​- How to run effective customer research for B2B tech companies to understand how your customers are buying

​- How to identify buying triggers and adapt your marketing to capture the demand of customers that are not aware of your product

​- How to align your marketing with the buyer journey

- Full-funnel marketing case studies


On-Demand B2B Marketing Courses: https://fullfunnel.io/marketing-newsletter/

Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsletter/

Join our community for B2B marketers - The Trenches: https://sendfox.com/trenches

Upcoming events: https://lu.ma/fullfunnel/events

Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog

RESOURCES WE'VE MENTIONED

Turn your customer’s Job-to-be-Done into innovative marketing ideas: https://strategyn.com/trigger-framework-and-jtbd/

Why We Buy newsletter: customercamp.co/newsletter/

Katelyn on Linkedin: https://www.linkedin.com/in/katebour/