Demandbase Chief Marketing Officer Peter Isaacson discussed marketing and sales and how these departments can work together during his presentation at the 2014 Chief Marketing Officer Leadership Forum: Spotlight on B2B Marketing in Atlanta on Oct. 30. In his presentation, “Bridging the Great Divide: Sales & Marketing Alignment,” Isaacson noted marketing and sales often have the same goals, but each department usually takes its own approach to achieving them.
According to Isaacson, marketing focuses on leads, while sales focuses on opportunities, but the funnel system that marketers traditionally have used to generate leads is broken. However, marketers that target by account, Isaacson said, can personalize their messages, focus on the accounts that are most likely to see value in their offerings, and ultimately, drive sales: “[With] account-based marketing, for those of you that aren’t doing it, the value of it is it focuses on the best opportunities. You’re ensuring your attention is given to the top prospects, but it also delivers on sales reality.”
In addition, Isaacson pointed out that account-based marketing enables marketers to deliver a “customer-centric experience.” Predictive analytics, Isaacson said, also can help marketers tailor their messages to their target audiences. Marketers who monitor their progress can adjust their marketing programs based on the needs of their target audiences as well, Isaacson said: “You develop marketing and sales engagement plans around those accounts, you execute marketing programs, you measure and then you refresh the target list quarterly. As you succeed in driving some of those target accounts into pipeline and closed business, you are actually refreshing the list.”
Demandbase continues to set the bar for B2B companies looking to adopt Account-Based Marketing strategies and practices. If you would like the opportunity to meet Peter in person and hear how Demandbase and its customers are paving the way for B2B marketers to improve the effectiveness of demand generation through Account-Based Marketing, please consider joining Demandbase and Argyle at the following events in 2015:
- 2015 Chief Marketing Officer Leadership Forum: Spring Event (San Francisco) – June 9th
- 2015 Chief Marketing Officer Leadership Forum: Spotlight on Financial Services (New York) – June 11th
- 2015 Chief Marketing Officer Leadership Forum: Spotlight on B2B Marketing (Atlanta) – October
- 2015 Leadership in Digital Marketing (Boston) – December 3rd