Account-based marketing presupposes that leads are not the goal of the program. After all, it’s not called lead-based marketing. Rather than hoping someone fills out a form, modern go-to-market teams today focus on creating awareness and traffic. This translates into signals (engagement data, intent data, etc.) that outbound and sales teams can then use to understand and prioritize their accounts as they progress to revenue opportunities. So if awareness and traffic is the goal, what’s the strategy? Brand.
As a reformed B2B demand gen marketer myself, I know how that might sound questionable. You need to be measured on numbers, and brand is notoriously unquantifiable. Our CEO (and a former badass CMO), Tim Kopp, explained how brand drives demand on an episode of The Roof.
The Power of Brand
If you didn’t watch the video, here’s the key sentence: “Think about the biggest traffic days on your website. It wasn’t advertising, it was a big announcement, product enhancement, etc.” Creating a magnetic brand is so much more important than just raw lead generation.
Are you supposed to give up leads? If we’re talking about leads as raw marketing performance, then yes, absolutely, get rid of ‘em. If we’re talking about leads as qualified inbound requests who know what you’re about and need help making a buying decision, then no. Here’s the thing though: If you’re reading this blog post, you’re probably not a highly transactional, product-led solution that would benefit from a coordinated go-to-market strategy.