Account-Based Marketing (ABM) is on track to becoming far more than the B2B framework du jour, its influence and results are beginning to warrant the level-up distinction of Account-Based Companies. Via ABM an organization cannot only bring sales and marketing together on the same playing-field speaking the same language, but also integrate efforts quite well into revenue-focused finance departments and adoption-obsessed product teams. The science and statistics of digital marketing are having a moment, one might even say their overdue time to shine. It used to be Business Development sat in-between [...]
‘Marketing’ and ‘Innovation’: two words that have traditionally been cloaked in vagueness, if not uncertainty. Why? Because they get abused by association and diluted in practice. Inconsistent results, substance, and meaning tend to have that effect. But when they click … [wo]man-o-[wo]man, that’s the stuff of business legend. And when the combined term ‘Marketing Innovation’ is firing on all cylinders, well, that’s something to write home about (or on the homepage at any rate). It would appear this is such a time, for are ABM and predictive marketing ever hitting their stride!
For purposes here, a simple definition: [...]