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Account-based marketing (ABM), also known as key account marketing, is a strategic approach to business marketing based on account awareness in which an organization considers and communicates with individual prospect or customer accounts as markets of one. Account-based marketing is typically employed in enterprise-level sales organizations.
HubSpot promotes their inbound marketing concepts through their own marketing, [28] and has been called "a prolific creator of content" such as blogs, social media, webinars and white papers. [7] In 2010, an article in the Harvard Business Review said that HubSpot's most effective inbound marketing feature was its free online tools. [35]
Brian Halligan is an American executive and author. [1] He is the co-founder and executive chairman of software company HubSpot [2] based in Cambridge, Massachusetts, and is also a senior lecturer at Massachusetts Institute of Technology.
While at HubSpot, Cancel hired most of the HubSpot engineering team, [5] growing from 20 to 100 engineers. [6] HubSpot CEO and co-founder Brian Halligan has called Cancel a “visionary product development leader” and at the time of the Performable acquisition, said “we now have the best product development team in B2B software.” [7] [8]
She moved to Boston to join HubSpot as employee number 30 in 2008. Although her main job there was product management, she also co-hosted several hundred weekly episodes of a webcast called first "HubSpot TV" then "Marketing Update." [9] [1] [10] [11] In 2013-2014 she spent 14 months as entrepreneur-in-residence at Matrix Partners.
Emerged in the mid-2010s as a further development of account-based marketing (ABM) strategy, hyper-segmented sales are considered one of the youngest strategies.However, according to research and consulting company Gartner, from 2020 ABS will be the basis of sales for most technology vendors, and the volume of this market will exceed $5 billion per year.
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