What It Takes for Account-Based Marketing to Work - eMarketer
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eMarketer Interview

What It Takes for Account-Based Marketing to Work

Preview from eMarketer PRO

An interview with

Jim Sampson

Account Director, gyro

Topics: B2B

Interview summary

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.

Interview

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.