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. https://www.builtincolorado.com/2019/04/10/account-based-marketing-strategies
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SHARESHARESHARE
HOW TO REACH THE RIGHT DECISION-MAKERS WITH YOUR ACCOUNT-BASED MARKETING STRATEGY
As COVID-19 became increasingly widespread in the U.S. last month, Senior Account-Based Marketing Manager Kristin Kolb had to quickly shift her department’s planned Q1 pilot. Originally, it had involved direct mail that the Matillion team was going to send to target audiences in their office. Kolb said they decided on an alternative digital approach, upping the ante with personalization efforts. “You don’t need the latest and greatest technology or idea to create a hypothesis and run a small test to see if it works,” Kolb said. Billtrust’s Director of Revenue Marketing Deirdre Mills also champions personalization. While she believes that ABM is more of an art than a science, she ties relevant prospect information into program data, keeping company initiatives in mind. JANEY ZITOMER READ MORE