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Account Director, gyro
There’s more to account-based marketing (ABM) than just choosing the right accounts to target. For one thing, implementing an ABM program requires several pieces of technology to come together. But perhaps more importantly, it requires the support of an entire organization, especially senior leadership. Jim Sampson, account director at marketing agency gyro, spoke with eMarketer’s Maria Minsker about what it takes to successfully execute account-based marketing.
eMarketer: How has account-based marketing evolved since its early days?
Jim Sampson: Account-based marketing has changed drastically in recent years. The beginnings of ABM were as simple as a sales team choosing some accounts to target out of a big old database. Over the last five years, there’s been a drastic change in capabilities with regard to technology and data, all of which have allowed B2Bs [business-to-businesses] to be much more sophisticated with their ABM programs.
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B2B Ecommerce Trends in 2018 According to US Senior Decision-Makers (% of respondents)
Types of Sales Content Used by B2B* Marketing and Sales Leaders in North America, Dec 2017 (% of respondents)
Primary Method Used to Distribute Sales Content According to B2B* Marketing and Sales Leaders in North America, Dec 2017 (% of respondents)
Importance of Sales Content to Closing Sales According to B2B* Marketing and Sales Leaders in North America, Dec 2017 (% of respondents)
B2B Ecommerce 2018: Transforming Buying and Selling
B2B Content Marketing 2018: As Usage Nears Saturation, Still Lots of Room for Improvement
How B2Bs Can Dive Into Digital Commerce, but Stay Human
B2B Customer Loyalty Can Boost Ecommerce Sales
Data Feed: April 18, 2018
What Marketers Prioritize When Choosing DMPs