How to Target Outbound Sales at Scale With Persona-Based Sequencing


Here at Lattice Engines, identifying and targeting personas plays a big part in our SDRs’ outbound sales process. Persona-based selling helps us create messaging that resonates with our target customers, generates high meeting volume, and secures quality conversations that close

5 Steps to Sales and Marketing Alignment for ABM Success


Whether “sales isn’t converting enough leads” or marketing is “sending sales junk leads,” chances are that the reality of your sales and marketing misalignment falls somewhere in the middle.

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More Effective Targeting With Intent Data In SDR Workflow


What intent data is and how we are using it to speak effectively with our prospects about their pains, concerns and needs — and drive more meetings and sales as a result

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Account-Based Events: Secrets to Success


Events are a tried and tested technique to build relationships with customers and prospects. Learn what our team discovered by applying a more personalized marketing strategy to our events, turning them into account-based events that align tightly with our overall ABM strategy

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How B2B Marketing is Changing in 2018

Gain exclusive insights on priorities, tactics, and challenges from SMB Marketing Leaders.

How We Align Linkedin Advertising With Sales Outreach In Our ABM Strategy


In this post, you’re going to get an inside look at how our LinkedIn ad program works in conjunction with sales outreach. You’ll see exactly how LinkedIn has become an essential channel for generating new leads.

Better Together: Lattice Engines Enters Agreement to be Acquired by Dun & Bradstreet


I am really proud to share some big news, Lattice Engines has entered into an agreement to be acquired by Dun & Bradstreet, the largest and most comprehensive provider of B2B data. Lattice Engines will operate under the Dun & Bradstreet banner once the deal closes

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Blurred Leads: The #MKTGnerd Version


“But you’re a marketer, nerdy, it’s in your nature.” Blurred Leads Over the

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Demystifying B2B Customer Data Platforms


Without a doubt, the Customer Data Platform (CDP) market is real and here to stay. Adobe, Salesforce, and Oracle have all recently announced offerings in this space. As is often the case, however, along with the buzz comes confusion.

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Change Management in Marketing: Process, People and Tech


We recently released The CMO’s Guide To Tech, our epic collaboration with Craig Rosenberg

The Account-Based Marketing Playbook

Account-Based Marketing is a strategy, not a solution.

Making the Case for Predictive Marketing and Sales


Many companies out there are asking, what can predictive do for me? A recent webinar with SiriusDecisions Sr. Research Director Kerry Cunningham, Infer Sr.

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3 Examples to Help You Understand the Power of Predictive Marketing


There has been an explosion of interest in predictive marketing and using machine learning to build models to predict

Customer Marketing: The Opportunity Most Marketers Miss


Who is marketing to your customers, or installed base? Or your competition? Your competition will certainly be marketing but

Improving Data Quality: Safety in Numbers


In many ways, data is the lifeblood of a B2B organization. In particular, both Sales and Marketing invest

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5 B2B Marketing Trends that You Can't Ignore in 2020

Speaker: Pam Didner, Marketing Consultant, Author and Speaker

Pam Didner, B2B tech marketing consultant, speaker, and author of Effective Sales Enablement and Global Content Marketing, will present the essential marketing trends you need to know in 2020. She'll discuss digital challenges that marketers commonly face and share actionable solutions and templates you can apply to your job in real-time.

Finding Your Perfect Match: What Online Dating and Predictive Lead Scoring Have In Common


With Valentine’s Day around the corner, I’ve noticed an influx of advertising of the various online dating sites

Not All Predictive Models are Created Equal


Two key ingredients are required for efficient, highly predictive models – data and analytics. While the data is crucial,

Preparing your Enterprise for AI: Lessons from predicting sales for B2B


Artificial Intelligence (AI) lurks behind consumer applications, often without the end-user’s knowledge. From identifying images to recommending friends to serving the right ad, web-scale data has rendered many old algorithms (e.g.,

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The Power of the Cloud: Uncover Hot Leads Hiding in Plain Sight with Predictive Scoring


Quick, look at your lead funnel activity and try to identify the companies that matter most to your business

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Key Trends in Marketing: Thought Leadership

Thought leadership is a highly effective marketing strategy that highlights an organization’s talent, experience and passion while answering the most pressing questions faced by its target audience.

Manage, Monitor, and Merge Data-Driven Sales Metrics


You may have a CRM system, such as, that curates data from previous sales interactions and

The Four Ds of Personalization at Scale


Learn the four 'Ds' to have a successful personalization program, based on McKinsey's recommendation

In the Land of AI, Context is King


The world is going full-on AI. In our personal lives, tools like Apple’s Siri, Amazon Alexa and Google Now are becoming more mainstream (my Mom, for instance, is now using Siri to make calls, find out directions, etc). The same has been happening in the B2B world.

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So You’re A #MKTGnerd: Top List of Marketing Nerds


Marketing nerds unite! Gone are the days when being a nerd is looked down upon. We don’t have

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Maximize Results Of Attending A Trade Show

Attending trade shows helps your business find new prospects and make connections. By downloading this white paper, you will learn how setting goals and adding pre-planning to every trade show and industry event you attend makes a considerable difference.

How Marketers Are Using Account Level Buying Signals to Find the Best Leads


Some marketers have been fumbling with developing models of their ideal buyer personas to determine what influences their buying decision

How to Get Through to CMOs


With the rise of marketing technology, more and more companies are looking to get into the

4 Tips on Fostering a Great Sales Enablement Relationship Between Sales and Marketing


At this time, the meaning and function of sales enablement may still differ from company to company. However, no matter

Predictive Lead Scoring at Marketing Nation Roadshow 2014


Did you miss out on seeing Predictive Lead Scoring in action at this year’s Marketo Marketing Nation Summit? Fear not,

A Guide to B2B Marketing Essentials

As modern B2B marketing expands and audiences evolve, new best practices for B2B marketing emerge. To stay on top of their game, marketers need to regularly add new methods to their playbook.

A #MKTGnerd’s Guide to #SDSummit14


Heading to the SiriusDecisions Summit next week? The agenda is overloaded with amazing content from the Sirius team.

3 Types of Must-Have Sales Enablement Content


Here is a list of must have sales enablement content to get you help turn your sales team into superheroes

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Why The Time is Ripe for Predictive Marketing


The Rise of Predictive Marketing Predictive marketing works by taking all the data in the world – from both internal

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No MQL Left Behind – Alignment Tips & Tactics for a Smooth Handoff to Sales


Our precious, precious, MQLs. We hunt them down, we nurture them up, and, finally, we pass them over

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Why and How to Dominate Google's Featured Snippets

Speaker: Kathleen Booth, VP of Marketing at Prevailion

Until recently, getting to position #1 on the search engine results pages (SERPs) was the holy grail of digital marketing. Now, Google has introduced featured snippets - effectively creating a “position zero.” Through real-world examples and case studies, learn why owning the featured snippet is so important, how to dominate position zero, and what impact it will have on your traffic and leads as the future of search continues to evolve.

Bring Sales And Marketing Together To Create Sales Playbooks


Sales playbooks are the epitome of marketing and sales alignment. Sales playbooks are a compilation of

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