In this interview, our host, Jessica Ly, has a conversation with Ron Selvey, VP of Marketing, MINDBODY, Inc., where Ron talks about the B2B marketing side and shares his knowledge about the ABM approach.
Highlights of the Interview
Customer Experience is Essential
It’s necessary to have a positive customer experience so that customers can build loyalty towards the company and the product or service. This in turn translates to referrals to their friends or colleagues, or leaving 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 conversions, thereby determining the value of that particular touchpoint.
