There’s a story that small- to mid-sized startup CEOs love to tell about the early days of their business: The story of the CEO, alone with nothing but a laptop and a phone, dialing lead after lead after lead until, finally, enough business is inked for the company to start growing legs. Chances are you’ve […]
Marketing, Sales, and Operations teams today have no shortage of tech solutions at their disposal. Ask any team – even those at startups and SMBs – and they’ll likely tell you their tech stack looks more like a tech skyscraper, built with a litany of tools for demand gen, analytics, and lead attribution. The problems? […]
Post-COVID Growth: Do more with less – Automate digital marketing with a simple, low $ MarTech stack
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 less budget because they don’t have an established brand to […]
This 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 into the organization. I often say that pipeline analytics is […]
[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 blog, we’ll add the one competing alternative that ABM should […]
A 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 enough to sit next to him during dinner and have […]
The 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 it stands to reason that if they have the skill, […]