SalesLeap CEO Christian Piuma quoted in Destination CRM, destinationcrm.com
Article:
In the 1990s, B2B companies began to shift their marketing strategies away from a mass marketing approach to a more targeted approach, recognizing that the more specifically they could understand individual prospects’ needs and requirements, the more successful they could be at meeting them. Instead of creating and sending marketing messages en masse, they began to understand that they could be far more effective if they were more personalized in their approach.
In the early 2000s, the Information Technology Services Marketing Association (ITSMA) coined the term “account-based marketing” (ABM) to refer to this more targeted approach. Of course, many B2B marketers had already been using a targeted approach to help them better connect with and convert prospects. What changed, though, was the ability to use rapidly advancing technology as an aid in this process. Marketing automation platforms not only allowed companies to create personalized campaigns at scale but also to measure, monitor, and track engagement.
“Strategic account-based marketing is really a strategic effort between marketing, sales, and sales operations where we’re going direct to our ideal customer having first identified their pains and desires,” says Christian Piuma, CEO and co-founder of SalesLeap, a B2B sales growth company. Most companies, though, he says, don’t integrate sales and marketing.
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