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[PDF] The Challenges of Lead-Based Marketing

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The Challenges of Lead-Based Marketing The Challenges of Lead-Based Marketing Lead-based marketing results in a low lead-to-revenue conversion rate for 3 key reasons: 1. Engaging and nurturing individuals instead of entire buying committee 2. Messaging is generic to meet the needs of a large audience 3. Marketing is disconnected from the sale after the lead is passed Acquiring quality leads that generate revenue is a high priority for marketers. However, lead-based marketing is not the most effective strategy to achieve this goal. Build your Account-Based Marketing Program with Terminus Less than 1% of leads turn into revenue. – Forrester Marketing " ABM can improve the effectiveness of marketing program spend, sales conversion rates, and post-sale customer retention. Marketers have seen double-digit lift in programs that target spending on specific accounts and similar improvements in deal conversion and account growth. – Q3 2016 Techradar Forrester TARGET. ENGAGE. ACCELERATE. Why ABM? 97% of marketers achieved higher ROI with ABM than with any other marketing initiatives – Alterra Group Account-based marketing (ABM) solves the challenges of lead-based marketing by effectively reaching the entire buying committee, personalizing messaging and content, aligning marketing and sales, and propelling marketing to take a greater role in contributing to revenue. While ABM is not a new marketing strategy - Mad Men did ABM - new technology has allowed for increased scale and reach as well as cost efficiency. New ABM technology has radically improved the ROI of the strategy while exposing the inefficiencies of lead-based marketing. The benefits of Account-Based Marketing: • Improves lifetime value and revenue from customers • Improves conversion rates at all stages of the buyer and customer journey • More efficient use of marketing spend • Aligns marketing and sales • Better customer retention and expansion

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