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Marketing Operations Director, LeanKit
Account-based marketing (ABM) may sound deceptively straightforward, but it’s actually a complex strategy that many business-to-business (B2B) organizations are still working to perfect. Choosing accounts with the most potential for conversion is the first challenge, and targeting those accounts in personalized ways is another. Kristen Wendel, marketing operations director at LeanKit, spoke with eMarketer’s Maria Minsker about how the company’s sales and marketing teams come together to tackle ABM.
eMarketer: What are some of the key goals of your ABM program?
Kristen Wendel: Initially, our goal was to align marketing and sales teams to determine which accounts we should target. What we’re hoping to see as we move forward with our ABM program is higher value in target accounts vs. nontarget accounts, and higher close-rate velocities.
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