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  • Purchasing Buyer-Intent Data: A Marketer's Primer

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation | ELEMENT: Management

    If you had sonar that could pinpoint great B2B leads for you, you'd use it, right? That's what buyer intent data can do for your lead generation efforts, putting you far ahead of the competition.

  • The Secret to Account-Based Marketing Success

    Article

    CONTENT TYPE: Article | TOPIC: Account-Based Marketing | ELEMENT: Plan

    ABM does take time and effort, but the results can be extremely rewarding. These five steps (and one bonus tip) will walk you through how to set up your ABM program for success.

  • Why ABM and Inbound Don't Play Nice: Joe Chernov, InsightSquared CMO, on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Account-Based Marketing | ELEMENT: Strategy

    Joe Chernov, chief marketing officer at sales intelligence company InsightSquared, discusses why account-based marketing and inbound are often at odds, how brand marketing is coming back, and why 2018 is the year of customer marketing.

  • Account-Based Marketing Trends: Top Channels, Priorities, and Challenges

    Chart

    CONTENT TYPE: Chart | TOPIC: Account-Based Marketing | ELEMENT: Strategy

    Marketers say personalized content is the most effective digital channel they use for engaging account-based marketing (ABM) accounts, according to recent research from Ascend2.

  • ABM: Balancing Technology and a Human Touch to Maximize Sales Success

    Article

    CONTENT TYPE: Article | TOPIC: Account-Based Marketing | ELEMENT: Strategy

    A lot of ABM and sales-enablement vendors talk about how companies can use technology to scale customer contact. Despite the promises about futuristic things like artificial intelligence, you'd be paying to fail if you don't take the human touch into account.

  • Three Simple Steps to Creating Your First Marketing Video

    Article

    CONTENT TYPE: Article | TOPIC: Content | ELEMENT: Create

    As social media users, we think nothing of creating videos that are fun and entertaining. Yet, when it's time to use video in a more structured environment, say for marketing, suddenly videos are intimidating. But they don't have to be.

  • Three Ways Marketers Can Use Both Data and Common Sense

    Article

    CONTENT TYPE: Article | TOPIC: Metrics & Measurement | ELEMENT: Analyze

    Relying solely on analytics tools when making business decisions can lead to misdirected targeting, causing major consequences for an organization's bottom line.

  • The Use of Account-Based Marketing Among B2B Agencies

    Chart

    CONTENT TYPE: Chart | TOPIC: Account-Based Marketing | ELEMENT: Management

    Two-thirds of B2B agency marketers say their firm is using an account-based marketing (ABM) approach, according to recent research from Demandbase.

  • When Your B2B Stakeholders Span Three Generations: How to Market to Them Effectively

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy | ELEMENT: Strategy

    Instead of targeting just the C-suite, today's B2B marketers must target groups of buyers and influencers who range from junior procurement specialists in their 20s to senior executives in their 50s and 60s.

  • Email's Little Secret: 18 Words to Fly or Die By

    Article

    CONTENT TYPE: Article | TOPIC: Email | ELEMENT: Create

    Just 18 words. Marketing and Sales pros who know this powerful stat, fly; and those who don't, die. (Well, their emails do.)