Silicon Review features Account-Based Marketing article by RightWave Inc. CEO Anurag Khemka

SAN JOSE, Calif. - May 31, 2016 - PRLog -- Silicon Review's latest B2B marketing issue includes an article by Anurag Khemka, CEO of RightWave Inc., entitled Account Based Marketing (ABM) Demystified. Mr. Khemka, a pioneer in marketing automation, provides a well-researched view of the ABM initiative that has received much attention in business-to-business (B2B) marketing organizations, and almost as much misunderstanding. A well-described list of the characteristics of ABM is followed by a history of the divergence of sales and marketing organizations, and how ABM can bridge the divide.

Marci Bosse, Marketing Operations Manager for Interana, commented: "Account Based Marketing puts Marketing and Sales on the same page; this article provides a roadmap to reach this rare situation. Especially helpful is the final section about using ABM to acquire new business and cross-sell/up-sell revenues."

B2B sales organizations have been account focused for decades. Only recently have marketing automation tools allowed marketing to take on the same focus. Mr. Khemka provides a 10-step process for marketers to embrace ABM.

Read more at http://www.rightwave.com/rwi/silicon-review-publishes-rig...

About RightWave Inc.
Founded in 2004, RightWave Inc. provides an innovative Marketing Automation solution. With RightWave, one can implement a marketing automation solution easily, launch campaigns faster, and ensure data quality and successful integration along with accurate reporting and analysis resulting in dramatic increase in overall marketing ROI and sales success. See http://www.rightwave.com

About Interana Inc.
Interana is the behavioral analytics solution for event data that enables people to easily obtain insights from the actions people, products, or machines make over time. These insights empower people to build the right strategies for increasing conversion, deepening engagement, and maximizing retention in their products or services. See http://www.interana.com

About Silicon Review
Silicon Review is a premier magazine for information on the bleeding edge companies that are changing the way business is done. It encompasses nine technology and vertical communities: Software, IT Services, Cloud, Mobile, Big Data, Security, Telecommunications, Hot Start-ups, and The Best Companies to Work For.