This infographic highlights the key technology platforms and processes needed to execute a modern B2B demand gen campaign

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Key Components for B2B Demand Generation/ABM Marketing
CRMMarketing Automation
Social Media
Ads
Display Ads
Blogs/
Thought
Leadership
Search Ads
Website/L
anding
Pages
Email Sales call
Marketing automation leads
database
Web
analytics
CRM database
CUSTOMER DATA PLATFORM (CDP)
Company targets prospective
customers/accounts on social
media and the web with multi-
channel advertising to drive them
back to the website.
E.g. software: Demandbase
Unknown prospects arrive at the
website/landing page and
complete a form fill to access
thought leadership or sign up for
more information.
Once prospects convert on web
page, they become “known” and
enter the marketing automation
platform.
Customers are sent customized emails through
marketing automation platform in order to further
nurture them to sale. Their interactions/level of
engagement are recorded in the marketing automation
platform. E.g. software: Marketo, Eloqua
Once customer is identified as
high value/high engagement
(through lead scoring) they are
sent to the CRM database and
the sales team is alerted.
Sales team evaluates the lead in
the CRM to see if they qualify for
a sales call, and contact the
customer if they do. E.g.
software: Salesforce, Microsoft
Dynamics
Customer data platform is the central data platform that ingests data
from multiple marketing sources to get a unified view of the customers
activity and preferences. E.g. software: Salesforce CDP, Adobe Analytics
Cloud
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