An In-Depth Look at Account-Based Marketing

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Title:

An In-Depth Look at Account-Based Marketing: An Interview with Dr. Charles Doyle, Global Marketing and Communications Director, Accenture

Author:

Adnelly Reyes

Date Published:

February 2005

Ref. Number:

V0022

Pages:

Description:

Account-based marketing—or client-centric marketing, as Accenture calls it—is taking the technology services industry by storm. The approach revolves around marketing initiatives to build business and strengthen relationships within single accounts. Working in partnership with sales-led account teams, account-based marketing can provide a more strategic and sustainable program to long-term success with key clients and prospects.

This ITSMA Viewpoint provides insights into Accenture’s client-centric marketing practices via comments from Dr. Charles Doyle, who presented the approach to ITSMA’s Annual Marketing Conference in October 2004.

Dr. Doyle leads all of Accenture’s marketing staff and programs in the communications, high technology, media, and entertainment industry groups.

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