Plans & Pricing
Does My Company Subscribe?
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.
US B2B and B2C Marketers Who Feel They Have Sufficient Data and Insights for Effective Personalization, March 2018 (% of respondents)
Change in Personalization Budget/Spending According to US B2B and B2C Marketers, March 2018 (% of respondents)
Digital Channels Used for Personalization According to US B2B and B2C Marketers, March 2018 (% of respondents)
Effective vs. Difficult Sources of Marketing Data According to B2B Marketers Worldwide, March 2018 (% of respondents)
Quality and Accuracy of Data Used for Marketing Purposes According to B2B Marketers Worldwide, March 2018 (% of respondents)
B2B Ecommerce 2018: Transforming Buying and Selling
B2B Content Marketing 2018: As Usage Nears Saturation, Still Lots of Room for Improvement
How Mercer’s Global CMO Modernized the Marketing Department
How Marketers Across Industries Use Customer Engagement to Drive Loyalty, Sales
eMarketer Live - Upcoming Webinars and 'Tech-Talk Tuesdays'
Marketers Grade Their Personalization Efforts a 'C'