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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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Preferred Activities/Methods Used by B2B* Sales Professionals in Brazil at Their Companies During the Sales Cycle, Oct 2017 (% of respondents)
Sources Used for Marketing and Sales Leads According to B2B* Sales Professionals in Brazil, Oct 2017 (% of respondents)
Marketing Actions/Methods that Achieve Sales Results According to B2B* Sales Professionals in Brazil, Oct 2017 (% of respondents)
Share of Sales Generated from Marketing Leads at Their Company According to B2B* Sales Professionals in Brazil, Oct 2017 (% of respondents)
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