Business:Management & Marketing
How to Monitor Account Based Marketing and Does it Include Revenue?
We can discuss account based marketing and how it applies to large and small market places (some would say almost any marketing effort) but how to specifically monitor account based labors is another issue. In this program Peter Isaacson, CMO of DemandBase discusses the issue facing so many CMOs: If you can’t measure it did it happen? Can the measurement include revenue contributions per campaign? And what is the DemandGraph they make such a big deal about? The host is Jim Obermayer
About Peter Isaacson
Peter Isaacson is a proven business leader with over 25 years of marketing experience in job responsibilities ranging from branding and advertising, to corporate communications and product marketing. This includes deep experience in both B2C and B2B marketing and managing large teams across international markets. As Chief Marketing Officer for Demandbase, Peter is responsible for overall marketing strategy and execution, including product, corporate and field marketing. Prior to joining Demandbase, Peter was CMO at Castlight Health, helping to scale the company and build the marketing team prior to their successful IPO. Peter has also held leadership positions at Microstrategy and Adobe, where he led various functions, including brand marketing, WW field marketing, and the WW Education vertical business. Peter got his start in advertising, working at agencies in New York on accounts ranging from Procter & Gamble to Compaq computers.
Demandbase, the leader in Account-Based Marketing (ABM), has been introducing ABM solutions to the market since 2011. The company offers the only end-to-end ABM platform — account identification, account-based advertising, B2B website personalization, account-based marketing automation, sales insights and integrations into CRM so that ABM results are optimized around sales activity.
The Demandbase B2B Marketing Cloud is the only subscription-based ad targeting and web personalization solution that let marketers connect campaigns directly to revenue. The B2B Marketing Cloud is powered by patented technology, which allows companies to identify in real-time the accounts they value most and personalize their digital marketing efforts to them. Enterprise leaders and high-growth companies such as Adobe, GE, Salesforce.com, Oracle, Box, CSC, DocuSign, Dell and others use Demandbase to drive ABM and maximize their marketing performance. The company was named a Gartner Cool Vendor for Tech Go-To Market in 2016. More information can be found at https://www.demandbase.com or by following the company on Twitter @Demandbase.
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