Improve Demand Generation Strategy with Better Account Outreach

As businesses look to expand their audiences and tap into new market segments, personalization and data-driven account outreach become essential components of a successful demand strategy. In this blog, we’re exploring how you can leverage these tactics to improve your demand strategy, backed by recent research and actionable insights. 

Overcoming audience challenges with data-driven outreach

Expanding your audience is a top priority for many B2B marketers. In fact, 58% of marketers have been expanding their audience to new demographics and market segments in 2024. However, reaching the right audience remains a challenge for 63% of marketers. To overcome this, businesses must use data to build custom audiences, target the right customers, and deliver the most engaging messages. 

Leveling up your demand generation strategy 

The majority of B2B marketers are using social advertising, search engine marketing, video marketing, and account-based marketing (ABM). When properly executed, ABM can generate better conversions and tangible results for sales teams. However, success hinges on data quality and strategy to drive engaging experiences with target accounts. 

Did you know? Our recent research reveals that executives are more confident than non-executives about their ability to target the right customer personas and ICP (69% vs. 43%), having the right data strategy (62% vs. 42%), and the effectiveness of personalization (63% vs. 49%). This confidence translates into better execution of ABM campaigns (69% vs. 43%). 

Building a successful ABM campaign

1. Define your Ideal Customer Profile (ICP)

Start by identifying the demographics, firmographics, behavioral data, and psychographics of your best customers. This helps you build a targeted ABM list that aligns with your business goals. Make sure to align with your sales team so you can support sales initiatives without interfering. 

Launch your ABM campaign through channels where your audience is most engaged. For instance, if your audience is active on social media and email, these may be the best places to start. 

Prioritize precise targeting and data-driven personalization to create authentic messaging. Personalization should be timed based on where prospects are in the buyer’s journey to avoid coming across as intrusive. Our research shows how common different data points are for effective personalization. Top data points include demographic data (67%), social media activity (58%), purchase history (56%), and geographical data (55%). Marketers also share that using 3 to 6 data points can significantly improve the success of your campaigns, hitting the sweet spot for confidence in personalization. 

Identify customers showing interest in your product or service through their online activities. Intent data helps pinpoint individuals who are in-market, allowing you to focus efforts on accounts nearing a buying decision. Using intent data for personalization increases growth opportunities and confidence in targeting the right personas and ICP. For example: 

• Those using intent data for effective personalization are significantly more likely to be extremely confident in their ABM efforts (59% vs. 47%). 
• They are also more confident in targeting the right personas and ICP (57% vs. 48%). 
• These users experienced a revenue boost (35% vs. 27%). 
• They are ahead in audience growth, with 62% tapping into new demographics and segments in 2024 compared to 56% of non-users. 

You’re up and running. Now what?

Expand your list with content syndication 

Use the information you have to get more contacts are your target companies as well as target similar individuals at different companies, effectively casting a larger net with specific criteria. As your content syndication program generates more leads, evaluate if they fit your ABM campaign. 

Retarget with high-value content 

Once your target accounts engage with your initial emails or ads, retarget them with high-value content or offers. This keeps them engaged and moves them closer to a purchase decision. Personalized social media ads or nurture emails can be highly effective at this stage. 

Never stop refining your demand generation strategy 

 Improving your demand strategy with personalization and data-driven account outreach is not just a trend but a necessity in today’s B2B marketing landscape. By leveraging these tactics, you can achieve better targeting, higher engagement rates, and ultimately, significant revenue growth. Whether you’re new to these strategies or looking to optimize your current efforts, partnering with a marketing solutions provider can help you maximize your impact and achieve your marketing goals.