ABM vs Traditional Funnel Marketing
Posted: Thu Feb 13, 2025 7:20 am
Gen Z stands out from previous generations for their more authentic and genuine approach to communication. They are not interested in traditional marketing strategies that they often perceive as insincere or too commercial.
Instead, they prefer direct, personal interaction with brands, often through social media platforms like Instagram and TikTok.
These platforms offer the perfect opportunity for Social Selling, as they allow brands to create engaging content and build authentic relationships with consumers.
After graduation, many belarus phone number list young Gen Zs become more aware of their professional future and also start using Linkedin: a good Social Seller knows never to underestimate the junior figures among the leads of target companies, they can be excellent influencers of decision makers.
Companies' Social Media Presence in Relation to Gen Z
Companies that want to succeed in Social Selling must understand Gen Z’s expectations.
This generation values transparency and authenticity; Gen Z is more likely to trust a brand that shows its human side and engages in relevant social issues, while also liking to feel like an integral part of business decisions.
Companies can leverage this feature by engaging them as leads through social media surveys and at the same time asking them to be part of employee advocacy programs when they work in the company.
For those publishing on social media, it is important to consider the importance of a mobile-friendly user experience: Gen Z spends a large portion of their time on smartphones, so it is essential that Social Seller content is optimized for mobile devices.
Social Selling Success and Gen Z
Success in Social Selling targeting Generation Z requires authenticity, transparency and a more human and personalized connection that is anything but standardized.
Companies through their Social Sellers must go beyond the goal of generating new sales; they must first of all build lasting relationships based on trust and mutual engagement.
Only in this way will they be able to conquer this demanding but increasingly influential generation on today's market.
Account-Based Marketing (ABM) Approach: The Winning Strategy of the Social Seller in B2B
In B2B, the marketing method that guarantees the most concrete results is Account-Based Marketing (ABM). This strategy turns the traditional marketing funnel on its head, focusing on a hyper-focused and highly personalized model to generate concrete results.
How Account-Based Marketing ABM Works
In traditional funnel marketing, a wide net is cast to attract a large number of potential leads, often through advertising campaigns. Once attention is captured, leads are segmented and cultivated through nurturing activities that involve sending personalized content that the lead downloads qualifying their interest.
Qualifying the most interested leads leads to conversion, and therefore to turning them into customers.
With ABM , however, the logic changes completely.
The first step is to select a specific list of target companies – the “Accounts”.
This core group becomes the center of the Social Seller's lead generation strategy.
Starting from the Accounts (target companies) the focus shifts to expanding connections with key figures within those accounts, using tailored campaigns and personalized interactions. The ultimate goal is to build relationships with the most influential decision makers, creating valuable business opportunities.
ABM and Sales Navigator
With the Account-based Marketing method, the Social Seller directly develops lead generation activities through Linkedin Sales Navigator and the lead quickly becomes part of the sales representative's first-degree network.
However, the search for leads is carried out exclusively among those who work in companies (Accounts) identified as eligible by Social Sellers and selecting among them those who play a role as Decision Makers or influencers in the purchasing process.
Instead, they prefer direct, personal interaction with brands, often through social media platforms like Instagram and TikTok.
These platforms offer the perfect opportunity for Social Selling, as they allow brands to create engaging content and build authentic relationships with consumers.
After graduation, many belarus phone number list young Gen Zs become more aware of their professional future and also start using Linkedin: a good Social Seller knows never to underestimate the junior figures among the leads of target companies, they can be excellent influencers of decision makers.
Companies' Social Media Presence in Relation to Gen Z
Companies that want to succeed in Social Selling must understand Gen Z’s expectations.
This generation values transparency and authenticity; Gen Z is more likely to trust a brand that shows its human side and engages in relevant social issues, while also liking to feel like an integral part of business decisions.
Companies can leverage this feature by engaging them as leads through social media surveys and at the same time asking them to be part of employee advocacy programs when they work in the company.
For those publishing on social media, it is important to consider the importance of a mobile-friendly user experience: Gen Z spends a large portion of their time on smartphones, so it is essential that Social Seller content is optimized for mobile devices.
Social Selling Success and Gen Z
Success in Social Selling targeting Generation Z requires authenticity, transparency and a more human and personalized connection that is anything but standardized.
Companies through their Social Sellers must go beyond the goal of generating new sales; they must first of all build lasting relationships based on trust and mutual engagement.
Only in this way will they be able to conquer this demanding but increasingly influential generation on today's market.
Account-Based Marketing (ABM) Approach: The Winning Strategy of the Social Seller in B2B
In B2B, the marketing method that guarantees the most concrete results is Account-Based Marketing (ABM). This strategy turns the traditional marketing funnel on its head, focusing on a hyper-focused and highly personalized model to generate concrete results.
How Account-Based Marketing ABM Works
In traditional funnel marketing, a wide net is cast to attract a large number of potential leads, often through advertising campaigns. Once attention is captured, leads are segmented and cultivated through nurturing activities that involve sending personalized content that the lead downloads qualifying their interest.
Qualifying the most interested leads leads to conversion, and therefore to turning them into customers.
With ABM , however, the logic changes completely.
The first step is to select a specific list of target companies – the “Accounts”.
This core group becomes the center of the Social Seller's lead generation strategy.
Starting from the Accounts (target companies) the focus shifts to expanding connections with key figures within those accounts, using tailored campaigns and personalized interactions. The ultimate goal is to build relationships with the most influential decision makers, creating valuable business opportunities.
ABM and Sales Navigator
With the Account-based Marketing method, the Social Seller directly develops lead generation activities through Linkedin Sales Navigator and the lead quickly becomes part of the sales representative's first-degree network.
However, the search for leads is carried out exclusively among those who work in companies (Accounts) identified as eligible by Social Sellers and selecting among them those who play a role as Decision Makers or influencers in the purchasing process.