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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.
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Ways in Which Their Marketing and Sales Teams Use Product Reviews According to US* B2B Professionals, Oct 2017 (% of respondents)
US* B2B Professionals Whose Company Utilizes Product Reviews as Part of Its Marketing Mix, Oct 2017 (% of respondents)
Primary Stage of the Buyer Journey During Which US* B2B Professionals Look at Product Reviews, Oct 2017 (% of respondents)
Types of Tags Used by US B2B* Marketers in Their Content Taxonomy, Sep 2017 (% of respondents)
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