Plans & Pricing
Does My Company Subscribe?
President and Founder, Heinz Marketing
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.
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.
Areas in Which B2B Marketers in North America Are Most Interested in Using Artificial Intelligence to Support Their Marketing Strategy, Q1 2018 (% of respondents)
Extent to Which B2B Marketers in North America Understand the Differences Between Artificial Intelligence, Machine Learning and Predictive Modeling, Q1 2018 (% of respondents)
Expectations of Artificial Intelligence Among B2B Marketers in North America, Q1 2018 (% of respondents)
US Total Media Ad and Marketing Spending, by Media/Segment, 2014-2020 (billions and % change)
Current and Expected Usage of Artificial Intelligence (AI) for Procurement and Supply Chain Processes According to Decision-Makers in Western Europe and the US, May 2018 (% of respondents)
B2B Marketing Data: Capturing and Managing Data for Actionable Insights
B2B Ecommerce 2018: Transforming Buying and Selling
What's Holding B2Bs Back from More Advanced Data Management
Marketers’ Roundtable: Your Data-Driven Marketing Is Only as Strong as the Tech Stack That Supports It
Why Marketers Struggle to Define Artificial Intelligence
The Right Data Management Strategy Allows for Better B2B Campaign Execution