Account-Based Marketing Helps Build the Sales Pipeline, but Does It Drive Revenues? - eMarketer
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eMarketer Interview

Account-Based Marketing Helps Build the Sales Pipeline, but Does It Drive Revenues?

Preview from eMarketer PRO

An interview with

Lisa Skinner

Vice President, Demand Generation, Localytics

Topics: B2BRetail & Ecommerce

Interview summary

B2B companies commonly give account-based marketing (ABM) a try to make their spending more efficient, and that’s precisely why mobile app analytics platform Localytics enacted its ABM strategy over a year ago. However, the jury is still out at the company on whether or not account-based marketing results in increased revenues. eMarketer’s Jillian Ryan spoke with Localytics’ vice president of demand generation, Lisa Skinner, about the outcome of the company’s ABM efforts.

Interview

eMarketer: Localytics has been doing ABM for more than year at scale. Why did you decide to go down this road?

Lisa Skinner: Before ABM, we were incredibly inefficient as a marketing organization. For every dollar spent, we drove $4 to $5 in the sales pipeline. We knew we couldn’t grow at the rate we wanted if we continued this way. We decided to try a more account-based approach to end this inefficiency.