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.
US Digital B2B Ad Spending, 2015-2019 (billions and % change)
US LinkedIn Ad Revenues as a Percent of Total US B2B Digital Ad Spending, by Device, 2015-2019 (% of total in each group)
US Digital B2B Ad Spending, Desktop/Laptop vs. Mobile, 2015-2019 (billions and % change)
UK Ad Spending Share, by Media, 2015-2019 (% of total)
UK Ad Spending Growth, by Media, 2015-2019 (% change)
US B2B Digital Advertising Trends: Spend Will Exceed $6 Billion in 2019, but Market Still Lacks Maturity
Customer Growth Marketing: How B2Bs Deepen Relationships Through Retention, Loyalty and Advocacy Strategies
The Importance of Aligning Loyalty and Acquisition
Should B2B Marketers Focus on Driving Account Growth?
Are B2B Podcasts Poised for a Breakthrough?
Who Is Using Digital Content Marketing in the US?