Marketing Side of B2B | Ron Selvey, VP of Marketing, MINDBODY, Inc.
In this episode, Ron Selvey, VP of Marketing, MINDBODY, Inc., talks about the B2B marketing side and shares his knowledge about the ABM approach.
- Customer experience is essential – It’s necessary to have a positive customer experience. Hence, customers build loyalty towards the company and the product or service, and they might refer their friends or colleagues, and leave positive customer reviews that will help your company earn new customers.
- Account-based marketing (ABM) – ABM approach is a strategic approach to business marketing based on account awareness in which a company observes and communicates with a specific prospect or customer accounts as a single market.
- Multi-touch attribution – Multi-touch attribution is a procedure for marketing measurement that evaluates the effect of each touchpoint in driving a conversion, thereby determining the value of that particular touchpoint.
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