The Big Decision for B2B Growth


One of the most common questions businesses face when ramping up their lead generation is: Should we use account-based marketing (ABM) or go with generalized outreach? The answer isn’t simple—it depends on multiple factors such as company size, industry complexity, market scope, and ticket size.


Small Companies, Faster Sales Cycles


If your ideal customer is a smaller company—say, a startup or a small agency—then generalized outreach may be more effective. These businesses usually have a single decision-maker or a tightly-knit leadership team. A reasonably personalized message can get you a meeting quickly. No need to spend weeks researching every detail.


Large Corporates Demand Precision


Larger organizations, however, require a different approach. With multiple departments and layers of decision-making, ABM becomes essential. One person may use the product, another approves the budget, and yet another owns the final decision. In such cases, account-based research ensures your message is hitting all the right stakeholders.


Expert Insight


According to B2B growth strategist Jen (featured in the transcript), the real differentiator is the complexity of the buying committee. ABM allows you to tailor messaging for each stakeholder in the process, which is key in high-value deals.


Balance Between Speed and Specificity


Generalized outreach can scale faster—you can reach thousands with limited customization. It’s useful for tapping into new or broad markets. But ABM, while slower and more costly per lead, yields higher conversion rates and longer customer lifespans.


In Summary


Choose generalized outreach for broad markets and faster lead flow. Opt for ABM when targeting large clients with complex internal structures. Each has its place—what matters is choosing based on your goals.


If you’re still unsure which strategy is right for your business, get in touch. We’ll walk you through the best approach.

Our Latest Blog Posts

All Posts