blog

What is ‘good’ account-based content?

17 April 2018
Everything is in place. You’ve selected your key account. The stakeholders within the account have been identified and even mapped onto an influence-impact chart. But what about the message itself? What content should these people be receiving? Who should be ...

Martech has fallen.

17 April 2018
I can envision several responses to my intentionally over-the-top headline. There’s a broad swath of marketers nervously thinking, “Fallen!? How can it have fallen when I haven’t even figured it out yet?” There’s a smaller group that’s thinking, “Tha...

What is influencer marketing?

17 April 2018
Influencer marketing has become quite the buzzword, with many different definitions and forms on a spectrum ranging from influencer advertising to influencer relationship management. Although the industry category and buzzword is ‘influencer marketing’, we are going...

Dispelling the fake news around ABM

11 April 2018
While account based marketing (ABM) continues to grow in popularity, there remain some serious misconceptions around it. Here are 5 ABM fake news stories to be put to the test. #1: We don’t have the time or the resources for ABM. Often, people think of account ...