The original intent of Account Based Marketing (ABM) was to align marketing and sales, and it’s served its purpose as a launching point for getting organizations to recognize that alignment is critical for a successful go-to-market strategy. But does it really foster alignment? As organizations implement ABM strategies, some of the model’s shortcomings are brought to light.

The current content cycle is fundamentally broken, and the majority of organizations continue to struggle with effective content management. Content marketing is increasing in popularity as marketers around the world adopt this valuable marketing tool into their strategies. However, content marketing isn’t without its challenges. In the B2B world, sales and marketing continue to struggle …

Today, we’ve released the names of those who have made it into our Top Marketing Tools of 2016 Guide. These are a select group of products that reflect the high degree of innovation going on in our industry. This year, we’ve included two Account-Based categories and will officially declare 2016 as the year of Account-Based …

There is no shortage of companies out there willing to tell you why ABM is important (and it is) or explain to you how they can help you with one facet of your ABM program, but we’ve found the biggest struggles sales and marketing teams face come with just getting started. While sales teams have …

3/1/2016 Buyers don’t have time for sales people who just ask for orders. They want reps that will help them build business cases and lead change in their companies. They need a partner that can help them look great and drive success in their business. That’s why there’s so much frustration among buyers. Just 20% of …

Most people are wired to believe what they experience (whether physically or mentally), not what you tell them they will experience. Without actually having their hands on the wheel, the prospect will never ‘get’ where you want them to go. Why experiential participation? It stems from experiential learning which is the process of gaining practical or fundamental meaning (knowledge) from direct …

What do Goldie Hawn, Foo Fighters, Susan Wojcicki, and Satya Nadella,  have in common? They’ll all be participating in this year’s Dreamforce 2015 event in San Francisco September 15-18. “Event” is perhaps not the right word to use. Dreamforce is the world’s largest gathering of Salesforce users, practitioners, and evangelists.  It’s equal parts party, celebration, inspiration, …