Buyers Notice When B2Bs Use Account-Based Marketing—And They Appreciate It - eMarketer
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eMarketer Interview

Buyers Notice When B2Bs Use Account-Based Marketing—And They Appreciate It

Preview from eMarketer PRO

An interview with

Matt Heinz

President and Founder, Heinz Marketing

Topics: B2B

Interview summary

Account-based marketing (ABM) is a tactic that makes marketers and sales teams more efficient, but ultimately its goal is to make a significant difference in customer experience. But do potential customers even notice when business-to-businesses (B2Bs) use ABM? Matt Heinz, president and founder of Heinz Marketing, spoke with eMarketer’s Maria Minsker about what account-based marketing means for B2Bs, and how it changes the buying journey for prospective clients.

Interview

eMarketer: Account-based marketing has evolved in recent years. Can you define what it means for B2Bs today?

Matt Heinz: Account-based marketing is a coordinated effort between all customer-facing teams to drive maximum revenue from their most important accounts. It is not purely a marketing effort—often it requires integration between sales, marketing and customer success teams. Coordinating their effort across departments internally and coordinating communication with the buyer have a significant impact on deal velocity and conversion rate, which is the real promise and objective of account-based marketing.