The document compares account-based marketing (ABM) and demand generation strategies, highlighting ABM's focused approach on key accounts versus demand generation's broad market targeting. It discusses the benefits and use cases for each strategy, explaining when to apply them and how they can complement one another. Additionally, it introduces DemandZen, a lead generation company that specializes in combining technology and human intelligence to help B2B tech clients generate opportunity pipelines.

1. ACCOUNT-BASED MARKETING VS.
DEMAND GENERATION
Understanding the Differences and Choosing the Right Strategy

2. INTRODUCTION
 - What is Account-Based Marketing (ABM)?
 - What is Demand Generation?
 - Purpose: Explore differences, benefits, and
use cases for both strategies.

3. WHAT IS ACCOUNT-BASED MARKETING (ABM)?
 - Highly targeted approach focusing on key
accounts.
 - Objective: Build relationships with high-value
accounts.
 - Channels: Personalised emails, account-
specific ads.
 - Example: Custom campaigns for decision-
makers.

4. WHAT IS DEMAND GENERATION?
 - Broad marketing approach to create
awareness and interest.
 - Objective: Drive engagement, leads, and
conversions.
 - Channels: Content marketing, social media,
SEO, webinars.
 - Example: Publishing a whitepaper for a wide
audience.

5. KEY DIFFERENCES
 ABM:
 - Targets specific key accounts.
 - Highly personalised.
 - Focus on account engagement and ROI.
 Demand Generation:
 - Broad market targeting.
 - Moderate personalisation.
 - Focus on traffic, leads, and conversions.

6. BENEFITS OF ABM
 - High ROI due to focused efforts.
 - Personalised engagement with decision-
makers.
 - Strong alignment between sales and
marketing teams.

7. BENEFITS OF DEMAND GENERATION
 - Broad brand awareness.
 - High volume of leads.
 - Cost-effective for wide audience reach.

8. WHEN TO USE ABM
 - Targeting high-value accounts.
 - Selling complex or high-cost
products/services.
 - Need to nurture long-term relationships.

9. WHEN TO USE DEMAND GENERATION
 - Launching a new product or service.
 - Building brand presence in a new market.
 - Driving lead volume for sales teams.

10. CAN ABM AND DEMAND GENERATION WORK TOGETHER?
 - Yes, they complement each other.
 - Demand generation creates awareness.
 - ABM converts high-value leads.
 - Example: Use demand gen to attract leads,
then target top accounts with ABM.

11. CONCLUSION
 - Both strategies are effective depending on
goals.
 - Align sales and marketing teams to choose
the right approach.
 - Combining both provides a holistic strategy.

12. CONTACT US
DemandZEN is a lead generation services company specializing in
Account-based Appointment Setting for B2B Technology companies.
Their unique approach combines technology and human intelligence
to quickly generate opportunity pipelines, bridging the gap between
sales and marketing. By providing outsourced demand generation,
they help clients aggressively expand revenue opportunities. Through
Inside Sales & Digital Marketing, they actively pursue prospects and
facilitate customer discovery, leveraging their experience and the
latest tools to give businesses a critical advantage. DemandZEN
partners with sales teams to rapidly grow early stage pipelines,
offering peace of mind and well-qualified initial meetings that can be
converted into valuable accounts.