How Lionbridge Uses Account-Based Marketing for Cross-Sell and Upsell - eMarketer
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eMarketer Interview

How Lionbridge Uses Account-Based Marketing for Cross-Sell and Upsell

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An interview with

Jessica Sousa

Senior Manager, Customer Marketing, Lionbridge

Topics:

Interview summary

At professional translation services company Lionbridge, account-based marketing (ABM) is exclusively focused on cross-sell and upsell opportunities within current accounts. eMarketer’s Jillian Ryan spoke with Lionbridge’s senior manager of customer marketing Jessica Sousa, who heads up ABM initiatives, about why and how the locationalization provider implements its account-based programs to drive new growth.

Interview

eMarketer: How long has Lionbridge been using account-based marketing strategies? What was the reason you launched an ABM program?

Jessica Sousa: The marketing team here at Lionbridge has been focused on net new growth. In mid-2015, we realized that the majority of our revenue was coming from our top 40 clients. Marketing, unfortunately, wasn’t really doing anything to help that.