Sales and Marketing Articles

  • Woman sitting alone at a desk looking at computer and monitor

    Going Forward, Account Based Marketing Will Be Even More Powerful. Here’s Why.

    August 7, 2020

    A few years ago, Saatchi & Saatchi introduced us to the tagline, “If it’s got to be clean, it’s got to be Tide.” If ABM were a brand, it’s tagline might be, “If it’s got to be won, it’s got to be ABM.” Whether it’s advantageous for B2B marketers to use strategic practices that place empathy and personalization at the forefront is rhetorical. Of course it is....

  • Woman working alone in an office smiling at her computer

    Is Targeting More Important than Reach for Marketers?

    July 15, 2020

    Years before creating the world’s largest hedge fund, the team at Bridgewater Associates had a big decision to make. They could remain a boutique brokerage, theoretically making it easier to stay focused on what made them successful in the first place. Or they could try to become a legendary institution. “I felt about this fork-in-the-road choice the way I felt...

  • Adobe's ABM Success on LinkedIn

    How Adobe Achieves Alignment and ABM Success with LinkedIn [Video]

    February 4, 2020

    Two years ago, Adobe faced a scenario that should be familiar to many matrixed organizations with multiple marketing and sales teams: siloed strategies resulting in inefficiencies. “In order to reduce waste, we turned to LinkedIn to help us connect relationship-based sales activity with our broader marketing efforts,” says Matt Rozen, Director of Enterprise...

  • LeadMD Sales and Marketing Alignment

    Sales & Marketing Alignment: What You Didn’t Know Until Now...

    December 11, 2019

    Editor’s Note: This guest post was contributed by Justin Gray, CEO, LeadMD. I hate ambiguous jargon. It’s lazy, and even worse, it’s...

  • B2B Account-Based Marketing Guide

    Introducing the B2B Jumpstart to Account-Based Marketing...

    October 17, 2019

    ABM: It stands for Account-Based Marketing, and soon it may represent All B2B Marketing. We are well on our way, it seems. LinkedIn...

  • Introducing the new CX marketer and what sets them apart

    Introducing the New CX Marketer and What Sets Them Apart

    August 8, 2019

    Editor’s Note: This guest post was contributed by John Cosley, Director, Global Brand and Digital Marketing at Microsoft/Bing. The...