Gartner Research

CMO Insight: Four Ways B2B Marketers Can Generate Demand Within Existing Accounts

Published: 14 February 2017

ID: G00320372

Analyst(s): Adam Sarner

Summary

B2B organizations focused on lead generation may overlook an easier, less expensive source of revenue: existing accounts. CMOs at these organizations can foster customer lifetime value and drive growth using four high-impact techniques to generate demand from customers already on the books.

Table Of Contents

Upshot

What You Need to Know

  • No. 1. Gather Customer Intelligence to Drive Sustainable Revenue
  • No. 2. Use Predictive Modeling to Reveal Growth Opportunities
  • No. 3. Target Personas and Segments With Relevant Content
  • No. 4. Use ABM Techniques to Maximize Efficiency

What You Need to Do

  • Do This First
  • Priority Actions for You
  • Priority Actions for Your Team

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