Intent data is one of the single most misunderstood technologies deployed – why doesn’t it work better? Expectations for intent data can vary significantly. As I previously discussed, there are a number of vendors that offer up intent data to Sales and...
ABM and the ‘ingredient’ intent data is mysterious. How does it work, are there differences across 1st and 3rd party intent, how do I get sales to use it? First, there are a number of vendors that offer up intent: LinkedIn, 6sense, ZoomInfo, TechTarget,...
While it is distributed as ‘restricted distribution’, I had a chance to look over the shoulder to get key highlights. This is what I am seeing they identified – with my critique of their ideas at the end. Major Trends & Challenges according to...
In the ABX engagements we experience, we are asked, how do we create an account plan for our accounts we want to focus on? In this blog, here is a framework to consider on Account Planning Account Overview – this is firmographic type information...
It’s budget season! I have been both a former high tech CMO for 10 years and my undergraduate was in Finance, a unique blend! For that reason, I’ve always had a scientific mindset when it comes to managing Marketing. Argh – the dirty word budget. Sometimes...
“My CRO colleagues are saying 6sense and DemandBase may not be worth the money they’re spending.” (from a CMO prospect of ours). ⛳ When the golfer’s ball lands in the water, is it the clubs or the golfer? 🔟 𝐫𝐞𝐚𝐬𝐨𝐧𝐬 𝐲𝐨𝐮 𝐚𝐫𝐞𝐧’𝐭 𝐠𝐞𝐭𝐭𝐢𝐧𝐠 𝐑𝐎𝐈 𝐨𝐮𝐭 𝐨𝐟...
