Do you know that account-based marketing (ABM) is like spearfishing? Or that effective ABM requires sales and marketing departments to act like a unified soccer team? Or have you heard that some say B2B marketing may be heading for a shipwreck? These were just some of the great analogies that Jon Miller, CEO and co-founder
I’ve attended two B2B conferences in the past few months – B2B Sales and Marketing Exchange in Boston, and MarketingProfs B2B Forum in Washington DC – and at both, account-based marketing was unmistakably top-of-mind. A majority of sessions and conversations evoked the term in some fashion, matching the trend I’ve noticed online and in client
Ty Heath is one of those people who’s reputation precedes them. I had heard of Ty as a marketing industry speaker and force for change working at LinkedIn before finally meeting her in person. The IRL Ty experience did not disappoint. Each time I meet with Ty, ideas pop like popcorn – who needs coffee
In the universe of Stranger Things, a widely beloved sci-fi horror series that debuted its third season on Netflix last month, avoiding the Upside Down is paramount. This dark and mysterious alternate dimension is filled with predatory creatures and unknown terrors of all sorts. In the universe of account-based marketing (ABM), there is an equivalent
When Andrew Gaffney, president of G3 Communications, took the stage on Monday morning to kick off B2B Sales and Marketing Exchange (B2BSMX) in Boston, he shared a fact that is more or less evident in the conference’s overall agenda: account-based marketing (ABM) is approaching ubiquity in the world of B2B organizations. “What I’m hearing in
Next week’s B2B Sales and Marketing Exchange conference in Boston is coming up fast! To give you another sneak peek at the talented brand marketers sharing their insights and best practices, I’ve interviewed Omar Al-Sinjari, Senior Manager, Digital Marketing at RelayHealth – McKesson. Omar is responsible for all things digital and a full stack operator including
Account-based marketing (ABM) has been a rising trend for B2B brands for roughly a decade. And it’s appeal (and effectiveness when done right) is rooted in thinking differently—in transforming your traditional approach to targeting, engagement, and nurturing to drive results. But for Kelvin Gee, Oracle’s Senior Director of Modern Marketing Business Transformation, and his team,