![]() In the past, the idea of marketing to Demand Units would have been mostly aspirational. We are in the middle of a B2B marketing renaissance. If they appear confused because it is so obvious, take that as a sign you are more in alignment with them than you have ever been. ![]() When you sit down with sales management to introduce them to the Demand Unit Waterfall, explain how you are going to shift from lead gen to adopting the Demand Unit Waterfall as a basis for your marketing and sales support. ![]() But is it the most important thing? Also, is our focus on lead generation a distraction from what our focus should be: working the account not just the lead working the “Demand Unit?” Perhaps the issue is our focus on lead generation itself? Yes, leads are essential after all, you need to have a prospect to reach out to. If they suck, why aren’t you giving me feedback on how or why they suck so I can adjust my strategy?” You meet with sales to understand why they aren’t being worked and are told some variation of “because the leads suck, they are a waste of time.” Frustrated you then reply, “How do they suck? I have given you exactly what you asked for. You are measured on lead volume, you deliver the leads you are committed to but sales won’t work them. In a world where B2B marketers focus on lead generation and are often measured by it, is marketing to a Demand Unit that obvious to us? And if so where does an account-based approach fit into a lead generation world?Īny B2B marketer is painfully familiar with the following scenario: So none of this is news to B2B marketing. Sales management certainly know about working the stakeholders in the buying process and constantly coach their sales staff to work accounts up, down, and across those accounts’ organizations.ĭemand Units (not coincidentally) are the basis of Account-Based Marketing (ABM) as well.
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