persona sales 
The Point
NOVEMBER 29, 2017
Sometimes great people, a great product, or pure market demand can cover up all sorts of marketing sins, but more often the clients who succeed consistently at demand generation are those who have their act together. It’s one of the oldest demand generation clichés that list matters above all else.
The Point
JUNE 30, 2017
ABM has different metrics (“leads” as such don’t really enter into the conversation), requires a different creative approach that is specific to companies, personas, even individuals, and demands highly personalized, relevant content. Instead, let’s call such programs “target account campaigns.” Click To Tweet. •
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The Point
AUGUST 25, 2020
Not every Account-Based Marketing (ABM) strategy starts from the same place. For some, it might be defining Ideal Customer Profile (ICP), buying personas and associated messages. For others, it’s identifying a target account list. Ex: reach, engagement, engagement minutes, account coverage, meetings).
The Point
SEPTEMBER 30, 2013
A prospective client asks: “We’re just getting our demand generation programs ramped up, and I’m not sure I’m ready for marketing automation. My answer: “It depends how you define “ lead nurturing ,” but technically: no, you don’t need marketing automation in order to nurture leads.
The Point
APRIL 26, 2018
In a world where demand generation , and marketing in general, is more data-driven than ever, one of the hottest topics in B2B circles is intent data. How should the average B2B marketer be looking to leverage intent data in their demand generation mix? But is that real? What’s changed? (CC)
The Point
DECEMBER 11, 2018
How can ABM best coexist with a more traditional funnel-based demand generation model? There was a time, not so long ago, when Marketing Automation went through a similar transition. For example, in the very early stages of an ABM campaign, success is best measured by Account-Based Awareness and Account Engagement.
The Point
OCTOBER 26, 2010
Recently, Lauren Carlson of research site Software Advice wrote a very perceptive and timely piece entitled “ Tailwinds for Marketing Automation Software ” about the broader market trends that, in her view, are driving the increased adoption of marketing automation technology. The Changing Role of Email.
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