Testing is one of most important functions of demand generation, yet a lot of companies don’t test at all. Sadly, the number one excuse I hear is lack of time. But since testing and identifying winning programs means higher ROI and better results with less wasted effort, it really should be the…
Setting ABM Objectives
With any sort of demand generation, setting objectives before you start is critical to success. If you don’t know what you want to accomplish, you’re going to fail. But for ABM, the hyper-focus on select accounts means you can’t use “old” lead metrics like quantity of new leads or downloads. Instead, you…