How Marketers Sharpen Their Account-Based Marketing Efforts

Is account-based marketing ready for its close-up? Account-based marketing, in which marketers works together with the rest of the organization to identify accounts that are likely to have the most profitable impact on their business, has been around for decades. But it's only been in the past few years that it seems to have moved to the core among a growing number of sales and marketing teams.

Sales and marketing alignment is perhaps the most salient benefit of cultivating an ABM program, the result of more qualified leads and better ROI. According to a recent Terminus survey of 1,000 B2B companies, nearly 90 percent of respondents agree that augmenting traditional lead-based strategies with a focus on account-based strategies is the best way to generate maximum revenue.

In the latest episode of ANA Champions of Growth, host Matthew Schwartz speaks with Danny Nail, director of global ABM and Center of Excellence Leader at Salesforce, and Gemma Davies, head of global ABM and executive engagement at ServiceNow, about the growing appetite for ABM among B2B firms and how CMOs establish a framework so ABM becomes integral to the sales-and-marketing organization.

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