One way that many B2Bs do this is through their CRM or marketing automation platform and by journey stages. This is similar to lead scoring, but it is done holistically at the account level, where all activity from the individual stakeholders within the account is tracked and tallied together.
Toni Schmelzle, senior marketing manager, team lead, US SMB acquisition at SAP Concur, talks with Rimma Kats, executive editor at eMarketer, about how the company shifted their strategy without the impact of bad data.
He leads a team of Magento engineers and architects at DEG, in a variety of engagements, including global B2B digital transformation for major chemical distributors. Aaron has worked with merchants of all sizes, both as a consultant and a delivery lead and project manager. Matt Dole is head of commerce at Merkle Australia.
US B2B payments declined slightly faster than expected in 2020 at -7.1% as opposed to -4.9% for an actual sales value of $25.539 trillion in 2020. By year end 2021, those sales will grow by 7.8% for an overall sales value of $27.542 trillion.