Case Study

Masergy: Leveraging Data To Drive A Named-Account Marketing Program

July 9th, 2018
Robert Peterson, null
Robert Peterson
Malachi Threadgill, null
Malachi Threadgill


Migrating from a lead generation model to an account-based marketing (ABM) model can be an exciting, yet potentially intimidating, transition. This move requires B2B marketers to evaluate what marketing’s contribution has historically been, where it has been successful, and, most importantly, how the marketing function must evolve to support the changing sales landscape. In this case study, we describe how Masergy transitioned to an account-based model that aligned the sales and marketing functions on the accounts that mattered most.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.