Account-Based Marketing

Talk to the average marketing executive, attend a digital marketing conference, and you're going to hear about advanced lead generation, which uses technology to score and nurture online leads. It's one of the hottest trends in marketing, and it explains why companies who provide these onl...

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Bibliographic Details
Published in:Mergers and Acquisitions 2013-07, Vol.48 (7), p.18
Main Author: Reinebach, Adam
Format: Article
Language:English
Subjects:
Acquisitions & mergers
Automation
Marketing
Seminars
Software
Software industry
Trends
Online Access:Get full text
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Summary:Talk to the average marketing executive, attend a digital marketing conference, and you're going to hear about advanced lead generation, which uses technology to score and nurture online leads. It's one of the hottest trends in marketing, and it explains why companies who provide these online services have scored such big wins in the capital markets. Back in May, for example, marketing automation software company Marketo raised $78 million in a highly successful initial public offering, and about six months earlier Eloqua was bought by Oracle for $871 million. Perhaps a full commitment to account-based marketing requires too many resources. If that's the case, don't be afraid to start small.
ISSN:0026-0010