Building an Effective Account-Based Marketing Strategy with Joe Quinn

| December 2, 2016

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When Joe Quinn started working at National Instruments in 2003, he was as a regional marketing manager focused on traditional marketing tactics, like lead generation. But three years in, his team began implementing laser-focused marketing programs to support their sales force. “We didn’t know it was account-based marketing,” he explains. “It was just tactics to help them be better at their accounts. Lo and behold, as the industry became more defined, we totally realized that the things that we were doing were elements of account-based marketing.” Now, Joe is NI’s Section Manager of Account-Based Marketing for the Americas — and he’s helping expand ABM across the company’s other regions, as well. When he spoke at the #FlipMyFunnel Austin Conference in June, I was so inspired by his story that I wanted to learn more. Recently, we sat down to chat more about his experience with building a global ABM strategy, his tips for hiring the right people, and even his love of gardening. Read on to learn a few fun facts about Joe, and then watch our entire interview below.

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