Avanish Sahai of Demandbase: B2B Marketing Focuses on Accounts Not Individuals

Marketing to individual consumers is a lot different than marketing your products and services to other businesses. That is why Avanish Sahai, chief product officer for Demandbase, a targeting and personalization marketing platform for B2B marketers, says account-based marketing can improve your efforts to bring on more business customers.

Sahai explains what account-based marketing is and how it helps align sales and marketing efforts. He also discusses the impact it can have on new customer acquisition as well as extending the lifetime of existing customer relationship to uncover cross-sell/up-sell opportunities. (This transcript has been edited for publication. To hear audio of the full interview, click on the audio player at the end of this article.)

Avanish Sahai of Demandbase: B2B Marketing Focuses on Accounts Not Individuals