B2B Marketing Recruitment | Solis
​​Businesses are finding it increasingly difficult to find the right approach to generate leads, increase brand equity and drive sales.
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In today’s competitive B2B landscape, driving growth requires a targeted and strategic approach. Whether your goal is to fill the pipeline, build brand trust, or secure high-value accounts, hiring specialists in Lead Generation, Demand Generation, and Account-Based Marketing (ABM) is critical to success.
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Whether you’re scaling a team or filling a crucial vacancy, Solis Recruitment you with hiring the right B2B marketing professional for your team.
What is Account Based Marketing?
Account Based Marketing (or ABM for short) focuses marketing and sales efforts on engaging and converting high-value accounts for maximum ROI.
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Why Businesses Need Them
ABM professionals are essential for businesses targeting high-value accounts. They help align marketing and sales efforts to deliver personalised campaigns that resonate with key decision-makers, increasing the likelihood of closing large deals.
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Audience Focus
ABM targets a narrow, high-value audience, typically enterprise-level accounts or decision-makers in specific industries.
Campaign Focus
ABM campaigns are highly personalised and designed to nurture a small number of accounts, often prioritising quality over quantity.
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Tactics
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Direct Mail: Sending tailored gifts or physical offers to capture attention.
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Customised Content: Creating reports or proposals specific to each account.
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Paid Ads: Running LinkedIn campaigns targeting company IPs or decision-makers.
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Social Selling: Using LinkedIn to build relationships with key stakeholders.
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Microsites: Developing personalised content hubs for individual accounts.
Sales Involvement
ABM professionals work hand-in-hand with sales teams, co-developing strategies to target accounts and engage decision-makers.
Commercial Impact
By focusing resources on high-value accounts, ABM professionals help businesses achieve a higher ROI, close larger deals, and shorten the sales cycle for complex opportunities.
What is Demand Generation?
To build awareness, trust, and long-term interest in your brand, creating demand across the entire buyer journey.
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Why Businesses Need Them
Demand generation professionals build awareness and interest in your brand, ensuring your business stays top of mind for potential buyers. This is critical for industries with longer sales cycles, like Professional Services and Life Sciences, where trust and education are key to conversions.
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Audience Focus
Their campaigns target a broader market, often aiming to engage buyers at all stages of the sales funnel.
Campaign Focus
Demand generation campaigns are long-term and strategic, focusing on nurturing relationships through thought leadership and consistent engagement.
Tactics
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Content Marketing: Publishing blogs, whitepapers, and reports to establish your brand as an industry authority.
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Webinars and Virtual Events: Educating potential customers at scale.
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PR & Media Relations: Building credibility through earned media.
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SEO: Content targeting terms like what is demand generation to attract high-quality organic traffic.
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Social Media Engagement: Organic LinkedIn and Twitter posts to nurture leads.
Sales Involvement
Sales involvement is indirect but benefits from a warmed-up audience with higher brand awareness and trust.
Commercial Impact
Demand generation professionals create a foundation for sustainable growth, building a strong brand reputation that attracts higher-quality leads and reduces reliance on short-term tactics.
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People can confuse Demand Generation with Branding, however Branding generally focusses on increasing awareness with broad audiences, whereas Demand Generation will adopt strategies tailored to specific audiences.
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Demand generation is marketing efforts that raise brand awareness and interests in a a porduct or services by focussing on a small targeted audience to lead them down the sales pathway towards a purchase.
What is Lead Generation?
To attract, capture, and qualify potential customers, ensuring a steady flow of leads into the sales pipeline.
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Why Businesses Need Them
Lead generation professionals ensure your business consistently attracts and nurtures potential customers, meeting short-term pipeline goals and fuelling long-term growth.
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Audience Focus
These professionals target a broad audience that matches your ideal customer profile, often focusing on prospects in the early stages of the buyer journey.
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Campaign Focus
Lead generation campaigns are designed for quick wins, aiming to capture leads efficiently through forms, webinars, and paid ads.
Tactics
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SEO: Creating optimised content to answer questions like what is lead generation and what is lead generation in digital marketing to attract search traffic.
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Email Marketing: Automated drip campaigns to nurture leads into sales-ready prospects.
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Social Media Ads: LinkedIn and Facebook ads designed to convert users through lead forms or landing pages.
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Retargeting Ads: Engaging website visitors who didn’t convert initially.
Sales Involvement
Sales teams typically engage later in the process, once leads are qualified as MQLs (Marketing Qualified Leads).
Commercial Impact
By consistently filling your sales pipeline, lead generation professionals ensure a steady flow of opportunities, reducing downtime for sales teams and driving predictable revenue growth.
How These Professionals Help Your Business Succeed
​Across lead generation, demand generation, and ABM, these professionals share a common goal: to drive measurable growth by aligning marketing efforts with business objectives.
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Lead Generation: Fills the pipeline with qualified opportunities.
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Demand Generation: Builds awareness and trust, ensuring long-term brand relevance.
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ABM: Focuses on high-value opportunities, maximising ROI for enterprise accounts.
At Solis Recruitment, we specialise in hiring lead generation, recruiting demand generation, and providing ABM recruitment services. As one of the trusted B2B marketing recruitment agencies London, we connect exceptional businesses with top talent to help achieve their commercial goals.
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Ready to build your team for success? Contact us today.
Our approach to Marketing Recruitment
Whether you’re seeking a seasoned Head of Marketing, Growth Marketing Specialist, a proven Social Media Manager, or a versatile Demand Generation Manager, our recruitment process guarantees candidates with the skills, experience, and pedigree your Marketing team / department wants and needs.
Use our Marketing recruitment knowledge
With an understanding of an ever evolving Marketing landscape, broaden your access to talent through our recruiters
Protect your reputation in candidate communities
In a market where candidates talk to each other, work with a recruiter that will represent your brand with integrity.
Dramatically improve time-to-hire metrics
Avoid wasting time on screening speculative applications. Acquire vetted candidate shortlists at pace.
Custom built Marketing recruitment plan
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