Here are a few actionable tips to help B2B marketing leaders improve their demand generation strategies for existing clients.

1) Refine your account-based marketing (ABM) strategy. There is no question ABM is redefining B2B marketing. While some B2B marketers are using ABM to better target new business, most are still getting their heads around this B2B marketing trend. Marketers looking for more revenue should ensure they enhance their target account lists with offers for relevant products and services to existing clients.

2) Be smarter with analytics. While many marketing leaders have data and the analytics at their disposal, most aren’t leveraging them effectively. Marketing leaders need to get a better handle on their customer data, targeting key accounts and using better analysis to identify opportunities for growth. For example, marketing leaders need to look for opportunities to cross-sell more products to existing clients or look for upsell opportunities. By mining purchase patterns and content consumption history, marketers can unearth new insights that they can leverage for more business.

3) Better align sales, marketing and technology. Alignment between sales and marketing in B2B organizations can be an elusive goal. One of the biggest challenges for sales and marketing usually centers on lead quality. But, this is where technology can help, if used properly. Thanks to improved demand generation through ABM and multichannel marketing, marketing and sales can better define leads from the beginning – and improve lead quality and sales conversation. Applied to existing clients properly, this can be a path to more revenue thorugh better collaboration between sales professionals and marketers.

Despite the hype surrounding account-based marketing, most marketers still are using traditional demand generation practices – and most experts agree they won’t forego one for the other. That’s the conclusion of the “ABM Benchmark Survey Report,” from Demand Gen Report and sponsored by Everstring and Domo.

While the technologies behind ABM, including predictive marketing analytics, behavioral advertising, email and web personalization, are becoming more mainstream, 59 percent of those participating in the survey said that they had been doing ABM for less than a year, and 29 percent said they have been doing it for less than six months.

More than a third (36 percent) of those participating in the survey said most of their efforts still are focused on demand generation tactics despite the hype around account-based marketing; 37 percent said their efforts are evenly split between ABM and broader demand generation efforts; and 23 percent said they still are employing demand gen, but that the majority of their effort now is focused on ABM. Just 4 percent said they practice only ABM.

The "B2B Demand Marketing Assessment Guide & Orchestration Workbook" provides demand generation professionals with: 

• An effective tool to assess your current demand marketing efforts and identify needed areas of improvement
• A comprehensive introduction to demand orchestration, an emerging B2B marketing approach used to coordinate top-of-funnel marketing activities to scale pipeline and boost marketing-attributed revenue 
• 12 customizable worksheets to guide you through every aspect of demand orchestration