Is account-based marketing changing the way you engage customers? Join in the discussion on Twitter via @b2bnewsnetwork tomorrow, April 19 at 4:30 p.m. EST. President Jen Evans will be live-tweeting an interview with Terminus co-founder and CMO Sangram Vajre, whose new book, Account-Based Marketing for Dummies, A First How-to Book on ABM for B2B Marketers is being released this week.
“Account-Based Marketing for Dummies outlines the operational process and instructs marketers to become heroes within their organizations,” said Vajre, who drew on his background as Head of Marketing at Pardot, and more recently, his experience at Terminus, a leading provider of ABM software and one of the fastest-growing Software as a Service companies.
“Since the inception of B2B marketing… marketers would create content and campaigns that were intended to gather as many leads as possible, and then hope that some of these leads became high-quality customers,” said Vajre. “But that’s woefully inefficient. In contrast, ABM enables marketers to create content and campaigns that target only the best-fit accounts.”
Evans will ask Vajre how he got into the ABM space, how to make the shift to ABM, whether it’s really possible for small teams or consultancies, and more.
Watch for our hashtags, #ABM #B2B and #b2binspiration.