Terry Arnold discusses how account-based marketing has evolved into a new way of using technology and data to become more relevant to customers.
Terry Arnold, VP of Marketing at True Influence, is passionate about integrated digital marketing and the application of digital solutions to drive customer engagement. He has over 25 years of experience in the development, execution, and management of integrated direct marketing programs. He is innovative and driven to create the results that his customers need to succeed.
Account-based engagement is not just one carefully planned deliberate message, it’s really about a carefully planned deliberate engagement, which happens over time.
You can’t have engagement if you’re not relevant, and you’re speaking to them at a lens which makes sense to them.
First party data is an asset, and people haven’t really been looking at it that way. It’s a fingerprint of your customer and your unique relationship with them.
- ABE is thinking ahead and taking that next step. It’s all about the evolution of marketing and making it better.
- People pay attention to things that are relevant to them. Intent data can solve the challenge of being relevant.
- First party data allows you to understand different lenses and can give you visibility into organizations that look like your existing customers, but you don’t own them yet.