B2B marketing lead generation account-based marketing

Develop B2B marketing strategies with lead generation tactics and account-based marketing for enterprise sales. B2B lead generation: 1. Content marketing: whitepapers, case studies, industry reports, gated content for lead capture. 2. LinkedIn strategy: thought leadership, InMail campaigns, LinkedIn Sales Navigator, connection building. 3. Webinars: educational sessions, product demos, Q&A, lead qualification, follow-up sequences. Account-based marketing (ABM): 1. Account selection: ideal customer profile (ICP), firmographic data, tech stack analysis, buying signals. 2. Personalization: customized content, industry-specific messaging, role-based communication, account insights. 3. Multi-stakeholder approach: decision makers, influencers, users, procurement, committee targeting. Sales and marketing alignment: 1. Lead qualification: BANT criteria (Budget, Authority, Need, Timeline), MQL to SQL conversion. 2. Lead scoring: demographic fit, behavioral engagement, company attributes, buying stage indicators. 3. Sales enablement: battle cards, objection handling, competitive analysis, ROI calculators. Content strategy: 1. Educational content: industry trends, best practices, thought leadership, problem-solving guides. 2. Solution-focused: product comparisons, ROI calculations, implementation guides, success stories. 3. Buyer journey alignment: awareness (educational), consideration (comparison), decision (proof points). Channel strategy: 1. Digital channels: search engine marketing, display advertising, retargeting, social media advertising. 2. Traditional channels: trade shows, industry events, direct mail, telemarketing, print advertising. 3. Partner channels: channel partner enablement, co-marketing, referral programs, joint ventures. Measurement: marketing qualified leads (MQLs), sales qualified leads (SQLs), pipeline generation, customer acquisition cost, sales cycle length, revenue attribution modeling.