Gartner Research

Four Ways B2B Marketers Can Generate Demand Within Existing Accounts

Published: 28 September 2017

ID: G00333315

Analyst(s): Adam Sarner , Noah Elkin


Lead-generation-focused organizations may neglect existing accounts as a profitable revenue source. Marketing leaders can spur growth by gathering multidimensional customer intelligence, using predictive analytics, targeting with personalized content and employing account-based marketing techniques.

Table Of Contents


  • Step No. 1: Gather Customer Intelligence to Drive Sustainable Revenue
  • Step No. 2: Use Predictive Analytics to Identify Growth Opportunities
  • Step No. 3: Target Customer Segments and Personas With Relevant Content
  • Step No. 4: Employ Account-Based Marketing Techniques to Expand Key Accounts

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