New Ideas in Marketing
Essential news for marketers, summarised by YouGov

An account-based approach can help B2B brands unite marketing, sales and customer teams.

This piece notes that an Account-Based Marketing approach can bridge the gap between sales and marketing teams and improve the company bottom-line. Brands can increase their conversion rates by focusing on a finite number of convertible accounts and aligning marketing and sales team’s strategies.

Access to consumer information and insights further allows marketers to enhance consumer engagement and conversions. Brands should target and engage with the right accounts while activating their sales strategy and measuring their marketing efforts.

These factors can help the sales team have intelligent conversations with CEOs and CFOs while augmenting the need for lead generation tech. The author contends that integrating sales and marketing teams can further help brands prioritise consumer needs and consumer success.

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[7 minute read]

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