As businesses are looking for ways to mitigate the impact of the pandemic, sales and marketing budgets have shrunk and the uncertainty around meeting 2020 growth targets remains high. Leaders at startups are under higher pressure than their larger counterparts to generate more leads with...
Read MoreA few weeks ago, I was invited to a networking dinner for Silicon Valley technology CMOS; we had come to listen to a well-known expert on ABM (aka “Account-Based Marketing”) to speak on digital marketing, a hot topic these days. In fact, I was fortunate...
Read More[vc_row][vc_column][vc_column_text]In part 1 of this blog we talked about the need for marketing to justify the detailed ROI and spend efficiency and effectiveness of its activities, and the lengthy investments required to stand up an ABM-based demand generation engine. In this part 2 of the...
Read MoreThe way software is being sold, especially cloud software has been revolutionized. First, there was Marketing 2.0, then came Nurture Marketing which morphed into Inbound Marketing; quite frankly, I’m losing track (… and so do many of us that may not be early adopters, or...
Read MoreThis is blog no. 2 in our 3-blog series about aligning sales and marketing. In the last blog we talked about how there has been a sea change going on in the sales and marketing works since the early 2000s, and described the need for...
Read MoreThis is the last blog in our 3-blog series on aligning sales and marketing, with the previous blog having started getting into the issues around executive and sales and marketing buy-in into the shift to ABM, as well as how to drive needed cultural changes...
Read MoreThe number of marketing professionals proficient in marketing automation and ABM is surely greater than those that identifiably advertise an official credential or deep ABM expertise on their LinkedIn profile. But probably not by much; marketing people tend to be good at marketing, and so...
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