Predictive Models Are Critical for Success in Account-Based Marketing - eMarketer
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eMarketer Interview

Predictive Models Are Critical for Success in Account-Based Marketing

Preview from eMarketer PRO

An interview with

Masha Finkelstein

Director, Demand Generation, BetterWorks

Topics: B2B

Interview summary

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.

Interview

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.