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Senior Manager, Customer Marketing, Lionbridge
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.
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.
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