Medidata Solutions: Leveraging Data Science to Drive Industry Account-Based Marketing

As the drivers of B2B decision-making continue to evolve, finding new ways for marketing to add value for sales and the broader organization is a key challenge facing marketing leaders. This is particularly true for organizations that are shifting from a traditional broad marketing approach to an account-based strategy. In this case study, we describe how Medidata Solutions aligned marketing to the organization’s sales model by designing and implementing a strategic marketing approach focused on its most important industry accounts.