Who Really Counts? Mapping Internal Influence in the B2B Buying Game

Everyone knows that B2B customers buy as a team. Participants play different roles – technical, line-of-business, financial, etc. Marketers usually focus on individual personas. But buying is not conducted in isolation. It’s social. By understanding not only the players but also the way the game is played, marketers will develop …

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Cognitive Marketing: The Future for Smart Marketers

“Modern marketing is all about making the most compelling offers to the best customers the fastest.”  Cognitive computing has a big future in marketing. The ability to track virtually everything everyone does on line has elevated the analytical requirements for marketers to the scope of a global stock market. Billions …

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The 4 big reasons you need an ABM strategy right now

There are four significant trends making account-based marketing (ABM) a major focus for B2B marketers: Rising customer expectations are the most disruptive trend in business today. Customers no longer make categorical distinctions between their personal and professional brand relationships. They expect all companies to provide highly valuable personalized experiences all …

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