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Director, Demand Generation, BetterWorks
When business software provider BetterWorks hit a dead end going after its wish list of accounts two years ago, the company adopted account-based marketing (ABM) in an effort to uncover new high-value targets. Masha Finkelstein, BetterWorks’ director of demand generation, spoke with eMarketer’s Jillian Ryan about her team’s journey into ABM.
eMarketer: How does BetterWorks identify what accounts to target?
Masha Finkelstein: First, we just focused on territories and Fortune 1,000 companies. When we weren’t gaining traction, we knew we were wasting marketing resources getting in front of people who are not likely to become our customers.
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