What does a high school physics and chemistry teacher know about marketing? Plenty, clearly. In his two first years at Pramata Corporation, Jeremy Middleton, Senior Director of Digital Marketing & Revenue Operations, helped the company focus less on the volume of website traffic and the quality of buyer interactions. With a focus on creating awareness and engagement around a new, incredibly niche category, Middleton and his team adopted an ABM strategy that encompassed the following phases:
- Identified accounts and messaging;
- Determined personas;
- Re-engineered processes; and
- Consolidated tools.
