Peter Isaacson, Chief Marketing Officer, Demandbase, examined account-based marketing and account-based selling during a Thought Leadership Spotlight to Argyle's CMO membership at the 2015 Leadership in Digital Media Forum in Boston on Dec. 3. In his presentation, "The New Normal: Account-Based Selling Meets Account-Based Marketing," Isaacson defined the process of account-based marketing for attendees.
Isaacson pointed out today's marketers typically focus on leads and individuals. Conversely, sales teams prioritize opportunities and meetings, Isaacson said. Although marketing and sales teams may have conflicting views, Isaacson noted an account-based strategy bridges the gap between these two groups. In fact, Isaacson said account-based marketing provides actionable data that organizations can use to better understand their clientele: "Persona marketing in and of itself, not a bad thing, but if all you have to go on is a persona, you don’t have a lot to go on. You need something else. You need to layer in more data. You need to layer in a better targeting approach. That’s why account-based marketing has gotten so much traction over the past couple of years, because targeting accounts is a more effective, more efficient way of approaching B2B marketing."
According to Isaacson, account-based marketing empowers organizations to identify the clients most likely to buy and market directly to them. Rather than cast a broad net, account-based marketing is powerful because it enables an organization to focus its marketing campaigns on a specific group, and ultimately, determine the best way to connect with this audience, Isaacson noted: "It is about saying no, there are a certain set of companies, whether those are prospects or customers or a combination of both or maybe some partners thrown in there, but there are a certain set of companies that are going to drive the bulk of my company’s revenue and we are going to focus our sales and marketing resources and our attention on those companies."