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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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Use of Account-Based Marketing (ABM) Technology* According to US B2B Revenue Marketers, Demand Marketers and Lead Marketers (% of respondents in each group, Aug 2018)
What Factors Do B2B Professionals Worldwide Believe Lead to Success? (% of respondents, June 2018)
What Are the Leading Reasons that Typical Projects Get Delayed for US Employees? (% of respondents, June 2018)
What Is the Biggest Factor that Would Help US Employees Do More with Less at Work? (% of respondents, June 2018)
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