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Convertiv identified target accounts, selected appropriate media platforms, rotated relevant assets, and found the optimal media mix for the flight through multi-touch attribution. This holistic approach contributed over $16 million to the organization's pipeline.View customer story →
A modern account-based approach is essentially the harnessing of the above data to go to market effectively via sales and marketing programs. Overlaying this data helps prioritize outreach, budgets, and time to ensure all resources are optimized for breaking into target accounts.
While the above all sounds great, like with any business transformation, account-based initiatives require executive stewardship and deep commitment to people, process, data, and technology to support success. Ideally, the executive sponsorship should be a collaboration between the CRO and CMO. (Note: depending on the company’s size, the CIO and/or Data Science team should also have a seat at the table.) Tight alignment at the top will deliver shared business goals that will serve as the initiative’s due north for each executive’s respective teams.