Generated by All in One SEO v4.9.10, this is an llms.txt file, used by LLMs to index the site.

# B2B Fusion Group

ABX Marketing

## Sitemaps

- [XML Sitemap](https://b2bfusiongroup.com/sitemap.xml): Contains all public & indexable URLs for this website.

## Posts

- [What Revenue Intelligence Really Means for B2B Companies](https://b2bfusiongroup.com/blog/revenue-intelligence/) - The CRO is halfway through the forecast slide when the CFO stops him. "Last quarter you said 68 percent confidence on this same number. We closed at 51. What changed in how you're calling it?" Nobody answers well. There's a Clari instance running, a Gong seat for every AE, and a 6sense contract that renewed
- [AI GTM: What Changes When AI Runs Inside Your Go to Market Motion](https://b2bfusiongroup.com/blog/ai-gtm/) - A CRO at a $60M ARR software company walked us through his AI plan in March. Eleven slides. Nine of them were vendor logos. Slide seven had a line about "AI-assisted account research," and when we asked which decision that research was supposed to change, the room got quiet. That is where most AI GTM
- [How AI Agents Are Changing Modern Go to Market Teams](https://b2bfusiongroup.com/blog/ai-agents/) - A CMO told us in April that her team had bought three products with the word "agent" in the name and none of them had moved a single number on her board deck. She wasn't wrong about the products. She was wrong about what she expected them to do. That gap is most of what's
- [Clay for B2B Revenue Teams: What It Actually Does and Where It Breaks](https://b2bfusiongroup.com/blog/clay/) - A RevOps lead shared a Clay workspace with us a few months back. Forty-one tables. Nobody on the team could say which four were actually feeding the SFDC push, and the account had burned through its 50,000 monthly credits by the 11th. The individual tables were fine. Genuinely good work. The workspace was a liability.
- [What Every B2B Leader Should Know About GTM Engineering](https://b2bfusiongroup.com/blog/gtm-engineering/) - A VP of Demand Gen walked us through her outbound stack last spring. Six tools, four different owners, and a BDR team that spent the first ninety minutes of every Monday pasting LinkedIn URLs into a Google Sheet so someone in ops could push them through ZoomInfo by Wednesday. She had headcount approved for two
- [Clay vs. Lemlist vs. Vector Is the Wrong Question](https://b2bfusiongroup.com/blog/clay-vs-lemlist-vs-vector/) - I keep getting asked some version of the same question: "Should we go with Clay, Lemlist, or Vector?" I went back through months of my own call recordings, working sessions, and peer community threads to see how operators are actually talking about these three tools. Here's what I found: nobody who's running a real GTM
- [What are the Benefits of Intent Data?](https://b2bfusiongroup.com/blog/what-are-the-benefits-of-intent-data/) - What are the business benefits of Intent data? Improves conversion odds. Intent helps your sales team identify which accounts are more likely to be interested or 'in market' vs. others, thus increasing the odds of successful pipeline conversion. Prioritizes large number of accounts for sales to work through. When there is a one to many
- [How B2B Marketing Analytics Dashboards Help Drive Revenue Growth](https://b2bfusiongroup.com/blog/b2b-marketing-analytics-dashboards/) - There are several challenges to establish ‘board level’ dashboards that report on marketing activity that tie directly to revenue generation. Here are 5 tips that I’ve used in creating dashboards for executive level reporting. (NOTE - LETS TALK REAL TIME IF YOU NEED HELP IN CREATING A DASHBOARD, I HAVE ACTUAL EXAMPLES OF THEM.) With
- [4 Common Patterns Why B2B SaaS Teams Outgrow Basic Marketing Automation](https://b2bfusiongroup.com/blog/b2b-saas-teams-outgrow-basic-marketing-automation/) - I get the same call about once a quarter. "We're moving off Marketo." Or HubSpot. Or Pardot. Or some hybrid Frankenstack the last marketing ops person stitched together before they left. The conversation always opens the same way. A feature complaint. We don't have nested workflows. The forms don't render on mobile. The reporting is
- [Leads vs Contacts in Salesforce](https://b2bfusiongroup.com/blog/leads-vs-contacts-in-salesforce/) - The most popular debate is whether or not you should use Salesforce leads or a 100% Salesforce contact model when embarking on an Account Based Strategy.
- [RACI framework for ABM](https://b2bfusiongroup.com/blog/raci-framework/) - [et_pb_section fb_built=”1″ _builder_version=”4.19.5″ _module_preset=”default” custom_margin=”0px||||false|false” custom_padding=”0px||||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.19.5″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.5″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”] A common question we get in our ABM/ABX enablement engagements is, ‘who owns what in an ABX environment?’ Let’s use a RACI framework – for definition sake, a RACI framework is a responsibility assignment matrix used in project
- [Strategies to Transform Your ABX Implementation](https://b2bfusiongroup.com/blog/abx-implementation/) - We have worked across hundreds of companies over the last decade on their ABX strategies and have seen an evolution. Account-Based Experience (ABX) has evolved beyond traditional ABM approaches to create more personalized, effective engagement with target accounts. Here are eight best practices to elevate your ABX strategy: 1. Treat Each Account as a
- [Gartner Marketing: Top 3 Strategic Priorities for Chief Marketing Officers](https://b2bfusiongroup.com/blog/gartner-marketing/) - [et_pb_section fb_built=”1″ admin_label=”section” _builder_version=”4.16″ global_colors_info=”{}”][et_pb_row admin_label=”row” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text admin_label=”Text” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}”]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
- [Clay.com Product Overview](https://b2bfusiongroup.com/blog/clay-com-product-overview/) - This is a multi-part series – check out Clay with LinkedIn, How Clay uses Data Providers, and Clay for ABX and ABM Strategies If you hear complaints about Sales productivity or Marketing productivity being slowed down by the data you own, read on. Clay.com is a secret data weapon that can take your data to
- [Clay ABM Explained: Features, Benefits, and Best Practices](https://b2bfusiongroup.com/blog/clay-abm/) - This is a multi-part series - check out What is Clay used for, Clay with LinkedIn, and How Clay uses Data Providers. Account-Based Marketing (ABM) and Account-Based Experience (ABX) focus on engaging high-value target accounts with personalized, timely outreach across the buyer’s journey. Clay’s platform is built to enhance these strategies by combining data enrichment,
- [What is ZoomInfo Copilot](https://b2bfusiongroup.com/blog/what-is-zoominfo-copilot/) - Read Part 1 here, 6 use cases of ZoomInfo Copilot Read part 2 here, ZoomInfo Copilot: Streamlining Sales Prospecting with AI and Intent Data This is a 3 part series on ZoomInfo Copilot. In part 1, I summarized what I heard on launch day. Since that time, I wrote part two on our demo of
- [Where to go deeper on Claude and Claude Cowork](https://b2bfusiongroup.com/blog/claude-and-claude-cowork/) - We are investigating how to use Claude, Claude Cowork and Claude Code in GTM motions to augment MarTech and SalesTech stacks. Here are the most valuable resources we've found so far on this topic. We will add or modify as we come across them in our research. These links are posted as of June 2026.
- [Beyond Claude's docs: community & third-party perspectives](https://b2bfusiongroup.com/blog/claude-documents/) - How GTM teams are using Claude Code (and Cowork) Growth Unhinged — field report on real GTM usage. Is the Claude hype real? We asked 200 GTM operators GTM Strategist — 2026 pulse survey: what works & the limits. Claude Code for GTM teams: 30+ use cases The GTM Newsletter — a practical
- [ABM Agency vs Fractional CMO: Which to Hire in 2026](https://b2bfusiongroup.com/blog/abm-agency-vs-fractional-cmo/) - A founder asked me last month which one he should hire. Series B SaaS, $14M ARR, with a named-account motion that wasn't producing what the company expected. He had quotes on his desk from three ABM agencies and two fractional CMOs. Numbers were close enough that price wasn't the deciding factor. He'd been stuck on
- [ABM RACI Matrix: Aligning Sales, Marketing & Ops](https://b2bfusiongroup.com/blog/abm-raci-matrix/) - The fastest ABM strategy I ever saw fail did so because of one cell in a RACI matrix. Sales had marked themselves Responsible for "target account list approval." Marketing had marked themselves Accountable. Both teams ran for two months under the impression that the other one had the final say. When they discovered the conflict,
- [ABX vs ABM: What Changed and Why It Matters](https://b2bfusiongroup.com/blog/abx-vs-abm-what-changed-and-why-it-matters/) - ABX vs ABM in 2026. What actually changed, what's marketing theater, and what the shift means for the program you're already running.
- [B2B ABM Strategy Development: End-to-End Playbook](https://b2bfusiongroup.com/blog/b2b-abm-strategy/) - A practitioner's end-to-end B2B ABM strategy playbook. What to build, what to skip, and the mistakes I keep watching teams pay for.
- [How to Build an ABM Strategy from Zero (B2B SaaS)](https://b2bfusiongroup.com/blog/how-to-build-abm-strategy/) - A founder of an early-stage SaaS company called me on a Wednesday last spring, asking how to build an ABM strategy from zero. He had $4M in ARR, eight reps, no marketing platform, and a board meeting in seven weeks where he had to commit to a number. He'd already read the long-form ABM playbooks
- [Why Most AI Agent Pilots in RevOps Stall (And What the Stall Reveals)](https://b2bfusiongroup.com/blog/ai-agents-revops/) - I moderated an enterprise GTM panel a few weeks ago. Five operators on stage. Every one of them, independently and unprompted, described the same stall pattern. Pilot launches. Agent handles simple tasks. Summarize calls, draft follow-ups, enrich records. Six weeks in, pilot expands. Agent is asked to execute end-to-end, from intent signal to research to
- [ABX vs. ABM: Why the Platform You Pick Matters Less Than the Operating Model](https://b2bfusiongroup.com/blog/abx-vs-abm/) - A PE-backed CEO came to me last fall. He runs a logistics AI company on the side of his other gig running a regulatory firm for medical devices. Smart guy. Operator. He wanted help with ABM, and his team was on a legacy CRM. I walked away. Not because his business wasn't a fit. Because
- [What is AI in Revenue Operations (RevOps)?](https://b2bfusiongroup.com/blog/what-is-ai-in-revops/) - AI in RevOps refers to the use of artificial intelligence to automate, optimize, and unify revenue-generating processes across sales, marketing, and customer success. The goal is to break down silos, improve data-driven decision-making, and accelerate revenue growth by leveraging AI for tasks such as forecasting, lead scoring, pipeline management, and workflow automation. The Revenue
- [What does a Demandbase Consultancy do?](https://b2bfusiongroup.com/blog/demandbase-consultant/) - Want to get the most ROI out of your Account Based Marketing Demandbase platform before a business leader asks you about platform ROI? The question isn’t whether you should use Demandbase’s implementation / Customer Service team OR an external marketing consultancy… the question is HOW can your accomplish your goals quicker by leveraging both of
- [AI Skills for Marketers in 2026 and beyond](https://b2bfusiongroup.com/blog/ai-skills-marketing/) - This week’s question from one of our prospects comes around 2026 planning for AI skills: “Has anyone redesigned their marketing career frameworks to account for AI capabilities? And how are you handling the fact that AI proficiency doesn't map to traditional seniority?” We can share what we’ve seen elsewhere across clients and other conversations we’ve
- [AI-Driven Hyper-Personalization in B2B Marketing: Unlocking ABM at Scale](https://b2bfusiongroup.com/blog/b2b-personalization-at-scale/) - Part 2 of 3-part series, read part 1 here and part 3 here Hyper-Personalization at Scale: Beyond Basic Customization The AI-Powered Personalization Matrix True ABM personalization requires understanding both organizational needs and individual stakeholder priorities within target accounts. Advanced AI systems achieve this by building multidimensional profiles that map: Organizational challenges and strategic initiatives
- [GTM Process Optimization precedes AI Adoption](https://b2bfusiongroup.com/blog/gtm-process-optimization/) - How do we optimize processes before implementing AI? Implementing AI tools in suboptimal processes won't yield ROI. Your GTM (marketing/sales) process optimization must come first! implementing AI on broken or suboptimal processes is a recipe for failure. But what is the recipe for success? Many organizations fall into the trap of prescribing AI solutions
- [A 5-Step Approach to GTM AI Transformation](https://b2bfusiongroup.com/blog/gtm-ai-transformation/) - The Limitation of Calculator-Minded AI in GTM Here's what I keep seeing: companies treat AI like a fancy calculator. They're focused on speeding up tasks, automating the basics, and checking boxes on productivity gains. Sure, those wins matter. But they're just the starting point. When you limit AI to being a faster calculator, you miss
- [Case Study: SaaS Org from 7% to 60% AI Usage](https://b2bfusiongroup.com/blog/ai-operationalization-saas/) - A mid-market SaaS team went from 7% AI usage to 60% in nine months. We didn't buy new tools. Here's what actually changed.
- [AI GTM Consulting Pricing: Scope, Retainer & ROI](https://b2bfusiongroup.com/blog/ai-gtm-consulting-pricing-guide/) - A prospect asked me last week what AI GTM consulting costs. Then he asked if we'd do the project for eight thousand dollars. That conversation ended quickly. Not because of ego. Because at that price, what he was actually buying was a deck. He'd walk out of the engagement with a PDF and no changed
- [AI Literacy Program for B2B Sales + Marketing Teams](https://b2bfusiongroup.com/blog/ai-literacy-enablement-program/) - Prompt training doesn't move pipeline. A real AI literacy program for B2B teams does. Here's what works and what to cut.
- [AI GTM Readiness Assessment: Is Your Team AI-Native?](https://b2bfusiongroup.com/blog/ai-gtm-readiness-assessment/) - Most "AI-native" claims I hear are branding. A landing page update. A new badge on the careers page. Two prompt engineers who report to marketing and run a Slack channel. An AI-native team is something more specific. It's a team where the default way work gets done assumes a model is carrying a part of
- [Closing the AI Adoption-to-Operationalization Gap (78% License, 7% Use)](https://b2bfusiongroup.com/blog/ai-adoption-operationalization-gap-b2b/) - Here is the number I cannot stop thinking about. Roughly 78% of B2B companies have licensed AI. Around 7% of enterprises say their organization and data are actually ready to use it at any meaningful depth. That 71-point gap is the entire game right now. Almost every AI failure I see in B2B GTM is
- [From "Plus AI" to "AI Plus": The GTM Reframe](https://b2bfusiongroup.com/blog/ai-plus-vs-plus-ai-gtm-reframe/) - Most GTM teams bolted AI onto a 2019 playbook. That's Plus AI. The teams pulling ahead flipped it. Here's the reframe.
- [Should B2B CEOs and CMOs care about Social Media?](https://b2bfusiongroup.com/blog/should-b2b-ceos-and-cmos-care-about-social-media/) - Why social media is relevant to B2B CEOs and CMOs What an interesting week. I met with a CEO of an established B2B software firm interested in having his company more involved in social media, met with a B2B CMO colleague dabbling in social media on behalf of his company, and listened to Scott Monty
- [Clay vs Apollo: Which Is Better for B2B Prospecting?](https://b2bfusiongroup.com/blog/clay-vs-apollo/) - Sales intelligence and outbound tools are everywhere, but Clay and Apollo come up in conversations more than most. They both help you find and enrich leads—but they’re built for very different jobs. At a high level: Clay is a data and enrichment engine. Apollo is an all‑in‑one outbound platform. Which you choose depends on whether
- [Best AI SDR Tools 2026](https://b2bfusiongroup.com/blog/top-rated-ai-sdr-tools/) - Sales development in 2026 looks different than it did even two years ago. The line between marketing, SDR, and rev ops has thinned. Outreach is more contextual. Timing matters more than volume. The tools that work now are the ones that help teams understand intent, personalize at scale, and act before a competitor does. Below
- [How do we monitor our brand across multiple AI platforms?](https://b2bfusiongroup.com/blog/trends-in-brand-promotion-on-ai-platforms/) - What's our AI content quality and brand safety strategy? Organizations pursued AI for perceived low-risk use cases in Sales & Marketing but often resulted in higher risks due to off-brand content. So how should we proceed? AI content quality and brand safety strategies We’ve identified a critical challenge that many organizations are facing which
- [AI Use Case - 3 Frameworks to Consider](https://b2bfusiongroup.com/blog/ai-frameworks/) - What's a framework for identifying high-impact AI use cases? 90% of executives identify lack of clarity on ROI-driving use cases as their top challenge Frameworks for identifying high-impact AI use cases Here are 3 frameworks to consider: Strategic initiative alignment framework Align AI use cases to existing strategic initiatives rather than creating standalone AI projects.
- [10 tips using Reddit in ABX and Demand Generation](https://b2bfusiongroup.com/blog/reddit-in-abx-and-demand-generation/) - For the last year, I’ve improved our AI GEO search capabilities through the combination of better content, more relevant content, different format content (video), and hiring a stellar agency (Primary Position, David Quaid). Combined with my digital expert offshore team and through the work of Primary Position, we’ve guided a few clients around best practices
- [Pipeline Stewardship: Why it is Needed](https://b2bfusiongroup.com/blog/pipeline-stewardship/) - This is the first of a two part series on Pipeline Stewardship, a checklist and framework. Part 1 defines the pipeline and why it is needed. Part 2 dives into the definition and what good looks like from a checklist and framework perspective. In today’s complex go-to-market environment, the most successful organizations are those
- [Pipeline Stewardship: Framework](https://b2bfusiongroup.com/blog/pipeline-stewardship-framework/) - This is the second of a two part series on Pipeline Stewardship. Part 1 defines the pipeline and who should own it, Part 2 describes what the responsibilities should look like and what ‘good’ looks like from a checklist and framework perspective. In today’s complex go-to-market environment, the most successful organizations are those where Marketing
- [Bridging the Gaps: How Leading B2B SaaS Teams Measure, Integrate, and Forecast Revenue](https://b2bfusiongroup.com/blog/saas-marketing-forecasting/) - A Masters degree student pursuing a data science degree from Notre Dame recently asked me five questions about my knowledge of forecast measurement and the B2B SaaS industry. The answers take my experiences built over the years into account, they are not AI generated (but we used AI to proofread for errors). How do
- [The Power of Targeting Your Ideal Customer Profile](https://b2bfusiongroup.com/blog/icp-research/) - Why is your ideal customer profile so important going into 2026 and how do you improve it? Let’s start with definitions. Your TAM (Total Addressable Market) includes everyone who could possibly buy your product, while your ICP (Ideal Customer Profile) is a much narrower group, meaning those customers who are the best fit, most profitable,
- [Structured vs. Scrappy ABM](https://b2bfusiongroup.com/blog/structured-vs-scrappy-abm/) - Table of Contents Toggle 1. Strategy & Alignment 2. Account Selection & Prioritization 3. Insight & Research 4. Content & Messaging Strategy 5. Orchestration & Execution 6. Measurement & Optimization 7. Scale & Maturity [et_pb_section admin_label=”section”] [et_pb_row admin_label=”row”] [et_pb_column type=”4_4″][et_pb_text admin_label=”Text”]We’re often called after a failed launch of ABM. “We thought we’d take a scrappy
- [Top Tools for ABX and ABM in 2025](https://b2bfusiongroup.com/blog/abx-marketing-tools/) - The world of Account-Based Experience (ABX) and Account-Based Marketing (ABM) is evolving fast, and 2025 is shaping up to be a year defined by smarter technology and deeper integration of artificial intelligence. Here’s a look at some of the top tools that are helping organizations drive results and stay ahead of the curve.
- [How to Align Sales and Marketing in ABX in 2025](https://b2bfusiongroup.com/blog/sales-and-marketing-alignment-abx/) - In 2025, aligning sales and marketing within an Account-Based Experience (ABX) framework is more critical than ever. The landscape is shifting rapidly, with buyers expecting seamless, personalized engagement across every touchpoint. Here’s 10 ways how organizations can achieve true alignment and drive results: Start with shared goals and metrics Sales and marketing must
- [4 Reasons why Marketing Automation changes a Marketer’s SaaS Career.](https://b2bfusiongroup.com/blog/b2b-marketing-automation-saas/) - I just read an interesting post from a fellow EMEA CMO/head of marketing @JWATTON with a thought provoking viewpoint that marketing automation for SaaS (software as a service) US headquartered companies would have less need for heads of regional marketing in locations like EMEA as automation replaces local headcount. My view is slightly different.
- [The Evolution of AI in Account-Based Experience (ABX)](https://b2bfusiongroup.com/blog/ai-in-account-based-marketing/) - The fusion of Artificial Intelligence (AI) and Account-Based Marketing (ABM) is transforming how B2B companies target and engage high-value accounts. This technological evolution is enabling marketers to move beyond traditional approaches by delivering unprecedented levels of precision, personalization, and efficiency. As AI continues to mature, organizations implementing ABM strategies are discovering powerful new capabilities that
- [7 AI Ideas for Marketing to Leverage Using Clay and Other Technologies](https://b2bfusiongroup.com/blog/ai-marketing-automation/) - What an incredible time to be an operator with AI! Here are 7 ideas of what could be the most impactful and wild ways Marketing teams could leverage AI. Hyper-Personalized Signal-Driven Campaigns Create an AI system that monitors real-time buyer signals (job changes, funding rounds, tech stack changes, LinkedIn activity) and automatically generates personalized multi-channel
- [AI for PMM (Product Marketing Managers)](https://b2bfusiongroup.com/blog/ai-for-product-marketing-managers/) - Trying to figure out how to use AI in the PMM (Product Marketing Manager) role? We’ve observed that PMMs in our SaaS ABX clients have at least 5 critical use cases of AI in their role. While the use cases feel relatively consistent in all GTM motions in our experience, a variety of different tools
- [AI CMO Roadmap](https://b2bfusiongroup.com/blog/ai-marketing-roadmap/) - It has been a while since we initially published our AI CMO roadmap in May (here), this July 2025 version is a bit more updated and comprehensive in it’s approach broken down by quick win identification and based on newer experiences with clients who have deployed AI and ones that organization matters. This time we’re
- [Your Segmentation Strategy Is Showing: How AI Uncovers the Hidden Depths of Market Segmentation](https://b2bfusiongroup.com/blog/clay-use-cases/) - At a recent AI discussion at G2 in Atlanta, a powerful insight emerged that challenges how many B2B marketers approach segmentation: traditional segmentation is just the tip of the iceberg. While conventional methods focus on basic attributes like company size or job title, beneath the surface lies a vast ocean of richer, more actionable
- [CMO AI Roadmap: Framework for the AI Era](https://b2bfusiongroup.com/blog/cmo-ai-roadmap/) - AI Roadmap Summary (as of May 2025) The modern CMO faces unprecedented challenges and opportunities in integrating AI into their marketing strategy while maintaining the value of traditional approaches. This roadmap, derived from B2B Fusion AI conversations with marketing leaders across multiple industries for both ABX as well as Demand Generation, provides a structured approach
- [Sales BDR AI Agent with Clay](https://b2bfusiongroup.com/blog/clay-ai-agent-sales/) - 🛑 PE Investor: "Clay replaces Sales reps based on what i heard in a CMO meeting I was in!" Marketing Operator (inside your head thought): WTAF is PE talking about? 𝐇𝐚𝐯𝐞 𝐚𝐧𝐲 𝐨𝐟 𝐲𝐨𝐮 𝐫𝐞𝐜𝐞𝐢𝐯𝐞𝐝 𝐫𝐚𝐰 𝐀𝐈 𝐨𝐮𝐭𝐫𝐞𝐚𝐜𝐡? Good experience? 🤮 It's typically pretty generic. And in today's world, one can't afford to be generic.
- [What does Clay do for LinkedIn data and why is it important in your ABX strategy?  Part 2 of a 2 part series.](https://b2bfusiongroup.com/blog/clay-software/) - Read Part 1 here: What is Clay.com used for? Versatile is how I’d describe Clay.com! It is a secret data weapon that can take your data to another level in ABX! We’ve either deployed Clay, optimized it, or seen it deployed in several of our clients who need more ROI out of their data investments.
- [AI Investment Planning for B2B Marketing: Where to Start and What to Prioritize](https://b2bfusiongroup.com/blog/ai-for-b2b-marketing/) - We’re often asked for our Sales and Marketing viewpoint on this: ‘we’ve got investments in systems, data, and processes, where do we start with AI organizational adoption?’ This is a B2B Fusion structured, strategic, and recommendation-driven approach for companies ready to invest in AI, providing specific use cases, tools, costs, and a phased adoption strategy.
- [What SaaS CFOs and CEOs Really Think About B2B Marketing: 4 Insights from the SaaS Metrics Exec Event](https://b2bfusiongroup.com/blog/b2b-saas-marketing/) - 4 ideas I heard @ SaaS Metric Exec event: Most attendees were PE, VC, CFOs & CEOs. It was also interesting to hear their fresh perspectives on b2b Marketing and how they think it could improve in this challenging growth environment! AI-Led Growth is transforming GTM: Traditional GTM models are shifting from people-centric
- [ABM Tactics That Work in 2025: Hyper-Personalization, Multi-Channel Excellence & Intent Data Mastery](https://b2bfusiongroup.com/blog/account-based-marketing-tactics/) - Account-Based Marketing (ABM or depending on the culture, Account Based Experience - ABX) continues to evolve rapidly, and 2025 has driven the need for B2B companies to more precisely engage with their highest-value prospects. Gone are the days of generic outreach and spray-and-pray marketing, the attention span of a buyer is too short and buyers
- [AI Strategy for Hosting an In Person Event](https://b2bfusiongroup.com/blog/ai-for-in-person-events/) - Argh…i remember my operator days of running events. ‘Sales says we need to be at (insert your event here).” Up to 40% of a Marketers budget can get consumed dollar wise with events - and then there is the people support aspect. It’s the gift that keeps giving. And who can afford gifts in
- [Why MarTech ROI Is Under the Microscope in 2025](https://b2bfusiongroup.com/blog/martech-roi-analysis-2025/) - "We're being asked to prove ROI on every MarTech tool. It's brutal." Enterprise CMO convo last week. This conversation is happening everywhere and not just my calls. So we analyzed the LinkedIn data of 20 public and private MarTech SaaS companies. What was measured? Employee growth + employee tenure metrics via LinkedIn across multiple timeframes
- [What is ICP](https://b2bfusiongroup.com/blog/what-is-icp/) - Understanding ICP (Ideal Customer Profile) An ICP (Ideal Customer Profile) is a strategic framework that defines your most valuable customers or prospects who are most likely to buy your product. Key Elements of an ICP An ICP exercise is about identifying "who are your best enterprise customers and what do they have in common."
- [AI Orchestration in ABM: How to Unify Cross-Channel Campaigns and Drive Scalable Engagement](https://b2bfusiongroup.com/blog/ai-abm-orchestration/) - Part 3 of 3-part series, read part 1 here and part 2 here AI Orchestration: Unifying Cross-Channel Campaigns The Architecture of Automated ABM Effective AI orchestration requires integrating: Data unification platforms (e.g., Salesforce CDP) Predictive analytics engines (e.g., 6sense) Execution tools (e.g., Marketo, HubSpot) Conversational interfaces (e.g., Drift, Qualified) B2B Fusion's ABX integration framework
- [Using AI to Scale ABX Campaigns](https://b2bfusiongroup.com/blog/ai-for-abx-marketing/) - Part 1 of 3-part series, read part 2 here and part 3 here The integration of artificial intelligence (AI) into account-based marketing (ABM) has redefined how B2B companies identify, engage, and convert high-value accounts. By leveraging predictive analytics, hyper-personalization, intelligent lead scoring, and AI-driven automation, businesses can now execute ABM strategies with surgical precision at
- [AI tools Meet Sales Stages. 10 Tools To Help.](https://b2bfusiongroup.com/blog/ai-tools-to-help-sales/) - We’re in early innings of AI adoption and are seeing needs for AI tools across specific stages of the Sales process. Here are 10 tools we’ve either help deploy, seen deploy, or have heard of successful deployments across our clients and prospects. We’ve broken these out by Sales stage and use case for more clear
- [Today's 5 Most Common ABX Marketing Challenges](https://b2bfusiongroup.com/blog/abx-marketing/) - [et_pb_section fb_built=”1″ _builder_version=”4.19.5″ _module_preset=”default” custom_padding=”0px||||false|false” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_row _builder_version=”4.19.5″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.19.5″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”] What is ABX Marketing? [/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” sticky_enabled=”0″] Let’s assume you are doing Account-Based Marketing (ABM) for your company. You’ve invested in a platform like 6sense or Demandbase, and you have already
- [6 Essential Steps to Build an Effective ABX Process](https://b2bfusiongroup.com/blog/abx-process/) - We have summarized what we’re hearing in the market today on ABX and also basing this list on our decade of experience with ABX. Account-Based Experience (ABX) has evolved from traditional Account-Based Marketing (ABM) to create more holistic, customer-centric approaches to engaging target accounts. Based on your conversations and expert insights, here's a comprehensive
- [The Top ABX Platforms Available for Marketing Teams](https://b2bfusiongroup.com/blog/abx-platforms/) - Account-Based Experience (ABX) marketing has become a crucial strategy for B2B companies looking to deliver personalized, targeted experiences to high-value accounts. As an evolution of Account-Based Marketing (ABM), ABX focuses on creating seamless, coordinated experiences across all touchpoints of the customer journey. Buying technology is not a substitute for a good ABX process, data, and
- [3 Key Principles for CMO Board Slides](https://b2bfusiongroup.com/blog/cmo-board-slides/) - So many CMOs are under pressure right now to demonstrate tangible results, particularly those that have a Private Equity (PE) backing. For this reason, we invest alot of energy in our own agency into executive level dashboards. Here are some key lessons learned from collapsing multiple funnels into one source of truth that we have
- [6Sense ABM Analytics](https://b2bfusiongroup.com/blog/6sense-abm/) - ABM Roadmap blog 2 of 2. In case you missed part 1 summary, click here. We recently returned from the 6sense Breakthrough conference and wow was there alot of detail. In part 1, we summarized at a high level what we heard on the roadmap. Here are more details surrounding part 2 of the roadmap.
- [ABX Integration: Key Strategies, Tools, and Examples](https://b2bfusiongroup.com/blog/abx-integration/) - ABX (Account-Based Experience) integration refers to the process of incorporating cross-functional, Account based strategies and tools into existing marketing and sales systems to create a unified, personalized experience for target accounts across both sides of the traditional funnel (or bowtie). This approach involves all cross functional team members - Sales, xDR function, Marketing, Customer Experience.
- [Top ABX Platforms to Drive Revenue Growth in 2025](https://b2bfusiongroup.com/blog/abx-marketing-platforms/) - Account-based experience (ABX) has evolved from traditional ABM approaches to create more personalized, multi-channel experiences for target accounts. Here's a comprehensive look at the leading ABX platforms that can help drive revenue growth for your organization. What Makes an Effective ABX Platform? Before diving into specific platforms, it's important to understand what makes an
- [The Role of a B2B Marketing Consultant in ABM and ABX Success](https://b2bfusiongroup.com/blog/b2b-marketing-consultant/) - In the world of B2B marketing, Account-Based Marketing (ABM) and Account-Based Experience (ABX) have emerged as transformative strategies for driving growth and building meaningful customer relationships in 2025 and beyond. Studies have shown that 90% of marketers believe ABM delivers higher ROI compared to other marketing strategies. This is supported by findings from organizations like
- [Jon Russo chats about ABM/ABX best practices including using 6Sense](https://b2bfusiongroup.com/blog/how-to-use-6sense/) - Jon Russo discusses ABM/ABX best practices, emphasizing the need for clear definitions and alignment across sales, marketing, and customer success. Jon advises companies to thoughtfully consider common issues when transitioning from lead-based to account-based motions, such as target market selection and data quality with platforms including the 6Sense.
- [The ABX Approach: 5 Key Elements to Elevate Your B2B Strategy](https://b2bfusiongroup.com/blog/abx-approach/) - In the ever-evolving landscape of B2B marketing and sales, the Account-Based Experience (ABX) approach has emerged as a powerful strategy. It's more than just marketing; it's about creating a seamless and personalized journey for your most valuable accounts. Why ABX Matters: ABX optimizes resources by focusing on high-potential accounts. Faster revenue with more focus.
- [Revolutionizing B2B Marketing: The Power of ABX Campaigns](https://b2bfusiongroup.com/blog/abx-campaign/) - In today's rapidly evolving B2B landscape, Account-Based Experience (ABX) campaigns are emerging as a game-changer. ABX takes the principles of Account-Based Marketing (ABM) to the next level, focusing on creating personalized, seamless experiences for target accounts across all touchpoints. Why ABX Matters ABX is not just another marketing buzzword. It's a strategic approach that
- [Clay Solutions for Modern Healthcare Marketers](https://b2bfusiongroup.com/blog/clay-for-healthcare-marketers/) - In today's healthcare landscape, go-to-market teams face unique challenges around data quality, enrichment, and orchestration. Here's how Clay is transforming these challenges into opportunities: Problem #1: Unreliable DHC Data Problem: DHC data is not reliable (fresh or with the right company). I had first hand experience pulling DHC contact data in where the most data
- [5 common missed revenue reasons related to Sales and Marketing](https://b2bfusiongroup.com/blog/sales-marketing-objectives/) - 2024 has been a super challenging year for acquiring net new revenue. Consequently, many Sales and Marketing teams are experiencing exceptionally slow revenue growth 1H of year, and missed revenue numbers on revised quotas, Consequently, a number of Sales team members being forced on Performance Improvement Plans (PIPs) because of a crappy economy. There has
- [ABM Outbound Rules of Engagement - a framework](https://b2bfusiongroup.com/blog/abm-and-outbound-rules-of-engagement/) - This week’s ABM Measurement Question: I am trying to create a Rules of Engagement document that is meant to serve almost like an SLA between Marketing, BDRs, and AEs for our ABM Outbound motions. What is the template that works well for your ABM stakeholders and gives them a clear understanding of workflows, metrics to
- [ZoomInfo Copilot: Streamlining Sales Prospecting with AI and Intent Data](https://b2bfusiongroup.com/blog/zoominfo-copilot-streamlining-sales-prospecting-with-ai-and-intent-data/) - Read Part 1 here, 6 use cases of ZoomInfo Copilot Read part 3 here, Enhancing Sales Efficiency: An In-Depth Look at ZoomInfo Copilot You may have read my first part of ZoomInfo’s recent release of Copilot. While we are waiting to get hands on experience with it for our clients, I thought I’d summarize in
- [Demandbase vs 6Sense ABX Roadmap - our hot take](https://b2bfusiongroup.com/blog/6sense-roadmap-a-hot-take/) - TLDR; World according to Jon's interpretation of the roadmap session and based on our depth of ABX experiences across 6sense platform and others - with its breadth of new capabilities, 6sense appears to be wanting to compete more with ZoomInfo (as a more sophisticated ZI type player), leveraging their AI capabilities and newly acquired Slintel
- [How Clay uses Data Providers](https://b2bfusiongroup.com/blog/clay-marketing-tool/) - Clay is an incredible tool, a swiss army knife of all data and martech tools! So many use cases. You’ve probably read part 1 and part 2 of our series on Clay. In this third part of our series, we’ll dive into our passion area - data. You can see how and why this tool
- [Restarting Your ABM Engine: 5 Common Challenges and How to Overcome Them](https://b2bfusiongroup.com/blog/abm-challenges/) - Table of Contents Toggle 1. Sales and Marketing Alignment 2. Data Decay and Incompleteness 3. Lack of Personalization 4. Measuring and Proving ROI 5. Technology and Tool Integration Common Pitfalls to Avoid When Restarting ABM Conclusion [et_pb_section fb_built=”1″ admin_label=”section” _builder_version=”4.16″ global_colors_info=”{}”][et_pb_row admin_label=”row” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_video src=”https://b2bfusiongroup.com/wp-content/uploads/2025/01/Landscape.mp4″ _builder_version=”4.27.0″ _module_preset=”default”
- [9 Essential Strategies for Building Business-Critical Solutions](https://b2bfusiongroup.com/blog/b2b-critical-solutions/) - This is a super-competitive environment where a number of companies are consolidating vendors into fewer choices, to make budget for newer investments around Artificial intelligence. We’re often asked, “how do you position your company as a ‘must have’ vs a ‘nice to have’ in the selling process of ABX. Over the years, we’ve pinpointed 9
- [Part 3. What kind of talent is required for ABM success?](https://b2bfusiongroup.com/blog/part-3-kind-talent-required-abm-success/) - As published in MarTech Advisor As Gartner recently pointed out in their October 2017 survey, nearly half of all discretionary marketing spend is dedicated toward internal people or external agency support. In today’s series, we’ll talk about key resources needed to successfully pull off an ABM strategy to build on our earlier ABM posts
- [GDPR - Sales & Marketing impact](https://b2bfusiongroup.com/blog/gdpr-sales-marketing-impact/) - (Please also consult your internal counsel and data privacy officer for how your company should approach GDPR (General Data Protection Regulation)). While there are several strict laws of data privacy throughout the globe to include countries like Canada, Australia, and China, GDPR is a European-wide framework that is the strictest treatment of data globally
- [CMO Roundtable @Velocidi](https://b2bfusiongroup.com/blog/cmo-roundtable-velocidi/) - Along with 35 others, I participated in a terrific CMO roundtable hosted by digital agency @Velocidi moderated by @MargaretMolloy in NYC. @JeffreyHayzlett, the recent head of marketing for Kodak and current head of The Hayzlett Group, was our guest speaker for heads of marketing in a variety of B2B and B2C companies. Velocidi is the
- [10 ABX Customer Marketing Strategy Ideas to Drive More 2025 Revenue](https://b2bfusiongroup.com/blog/abx-marketing-strategy/) - (Gong 2025 Sales Report) We’ve talked with hundreds of leaders over the years and have aggregated what we think are the top 10 Customer Marketing tips. Customer marketing plays a critical role in driving 2025 revenue. It's the #1 priority for organizations of all sizes according to Gong report. Customer Marketing in 2025 becomes a
- [Expanding ABM Campaigns to North Africa and the Middle East](https://b2bfusiongroup.com/blog/expanding-abm-campaigns-to-north-africa-and-the-middle-east/) - This B2B Fusion report explores the nuances of expanding Account-Based Marketing (ABM) campaigns to North Africa and the Middle East. It examines the challenges and opportunities presented by the region, identifies potential agencies and consultants with relevant experience, and provides insights into cultural considerations for effective campaign localization. Account-Based Marketing (ABM) in North Africa/Middle East
- [Lightspeed Venture Sales Benchmark 2024](https://b2bfusiongroup.com/blog/lightspeed-venture-sales-benchmark/) - 2025 looks incredibly encouraging as evidenced by the latest Lightspeed Venture Sales Benchmark report for 2024. https://b2bfusiongroup.com/wp-content/uploads/2025/01/Lightspeed-part-2-Edited.mp4 My cliff notes summary in my own observations. We're seeing an encouraging uptick in companies hitting their projections YoY, rebounding from the 2023 dip. This momentum looks promising for 2025. Sales cycles for deals >$250K annually are stretching
- [How to Use Intent Data](https://b2bfusiongroup.com/blog/types-of-b2b-intent-data/) - 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 Marketing: LinkedIn, 6sense, ZoomInfo, TechTarget, DemandBase, Bombora, G2, RB2B, Influ2, Warmly.ai, Keyplay,
- [11 Advantages of Using Intent Data](https://b2bfusiongroup.com/blog/advantages-of-using-intent-data/) - 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, DemandBase, Bombora, G2, RB2B, Influ2, Warmly.ai, Keyplay, the list goes on
- [The Paradigm shift from ABM to ABX](https://b2bfusiongroup.com/blog/abm-vs-abx/) - “Do more with less.” In the ever-changing landscape of B2B marketing and sales, staying ahead of the curve is crucial for profitable efficient growth. One lesson we’ve learned in this efficient growth strategy is the importance of retention, upsell and cross sell. As we move further into 2025 and beyond, a new paradigm is emerging
- [5 Foundational Questions of Marketing Measurement](https://b2bfusiongroup.com/blog/5-foundational-questions-of-marketing-measurement/) - 5 Foundational Questions of Marketing Measurement First of a 2 part series. As a former CMO with a passion to measure marketing impact on the business, I’m often asked by others ‘what should we measure in marketing?’ The temptation is to race right to the visual presentation level of dashboards. However, it’s best to start
- [6Sense ABM Roadmap](https://b2bfusiongroup.com/blog/6sense-conference/) - We just returned from the Breakthrough 6sense conference and because it is top of mind for our clients, we cobbled together our notes from multiple sessions on the roadmap. While there was one session on the roadmap, we heard many smaller feature releases being announced in breakout sessions, so we tried to capture the spirit
- [Overcome ABM Strategies with the Right Measurement KPI](https://b2bfusiongroup.com/blog/b2b-abm-strategies/) - This week’s question: Your team is resistant to ABM strategies. How can you overcome their pushback and drive success? To overcome resistance to ABM strategies and drive success, consider the following approaches: Start small with a pilot program. Choose a small group of sales team members who are open to the concept and run
- [Intent Data: 4 Use cases & Definition](https://b2bfusiongroup.com/blog/b2b-intent-data-types/) - This is a Content4Demand series of questions asking of Jon Russo, B2B Fusion CMO & Founder his experience and opinions of intent data. B2B Fusion helps other companies with their account based journeys in building the right processes and measurements so they can scale faster than on their own. B2B Fusion has over 100
- [B2B Marketing Framework for Acquisition and Mergers](https://b2bfusiongroup.com/blog/b2b-marketing-acquisition-mergers/) - Every company should be evaluating new mergers and acquisitions for new growth and routes to market. We have encountered our clients having multiple products to grow faster - but Marketing is left holding the branding bag and systems bag when this occurs. This leads to this week’s question: What key factors and decision-making frameworks
- [We're hiring!](https://b2bfusiongroup.com/blog/were-hiring/) - Tired of working in the same system and seeing the same strategy over and over again, stagnating your career growth? Are you seeking a variety of customer challenges to mentally challenge your system, scaling and strategic mindset? Want to be on the cutting edge of the latest Account Based Experienced approaches on how to best
- [How To Achieve B2B Marketing ROI](https://b2bfusiongroup.com/blog/how-to-achieve-b-to-b-marketing-roi-nirvana/) - There is a need for B2B Marketing ROI yet we’re still not there. According to Adobe’s 2012 CMO report, fewer than 20% of executive B2B marketers have the ability to measure ROI. SiriusDecisions reported in their 2012 CMO survey that CMOs number one concern was demonstrating ROI. Unlike the B2C marketer who has one consumer
- [6 use cases of ZoomInfo Copilot](https://b2bfusiongroup.com/blog/zoominfo-copilot/) - [et_pb_section fb_built=”1″ theme_builder_area=”post_content” _builder_version=”4.27.0″ _module_preset=”default” hover_enabled=”0″ sticky_enabled=”0″][et_pb_row _builder_version=”4.27.0″ _module_preset=”default” theme_builder_area=”post_content” custom_margin=”-57px||||false|false” hover_enabled=”0″ sticky_enabled=”0″][et_pb_column _builder_version=”4.27.0″ _module_preset=”default” type=”4_4″ theme_builder_area=”post_content”][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” theme_builder_area=”post_content” hover_enabled=”0″ sticky_enabled=”0″] Read part 2 here, ZoomInfo Copilot: Streamlining Sales Prospecting with AI and Intent Data Read part 3 here Enhancing Sales Efficiency: An In-Depth Look at ZoomInfo Copilot Here are 6 use cases of ZoomInfo Copilot
- [Create an Account plan for ABX Engagements](https://b2bfusiongroup.com/blog/abx-engagements/) - 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 about the company size, industry and qualitative information around
- [What KPIs to measure in Marketing?](https://b2bfusiongroup.com/blog/what-should-i-measure-in-marketing/) - [et_pb_section fb_built=”1″ _builder_version=”4.27.0″ _module_preset=”default” custom_padding=”0px||||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”] As I mentioned in a previous post, as a former CMO with a passion to measure marketing impact on the business, I’m often asked by others ‘what should we measure in marketing?’ Let’s dive deeper into ideas of what
- [Enhanced Website Visitor Identification with LinkedIn Profile from RB2B](https://b2bfusiongroup.com/blog/rb2b-website-visitor-identification/) - [et_pb_section fb_built=”1″ _builder_version=”4.19.5″ _module_preset=”default” custom_padding=”0px||||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.19.5″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.5″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”] Part 2 here ICYMI Today’s question: Has anyone used person level identification on their website? Today’s answer: Yes. In fact, we recommend it to our ABX clients who need our help with reporting and enablement. It is best suited
- [MarTech Integration Strategy](https://b2bfusiongroup.com/blog/martech-integration-strategy/) - [et_pb_section fb_built=”1″ theme_builder_area=”post_content” _builder_version=”4.27.0″ _module_preset=”default”][et_pb_row _builder_version=”4.27.0″ _module_preset=”default” theme_builder_area=”post_content”][et_pb_column _builder_version=”4.27.0″ _module_preset=”default” type=”4_4″ theme_builder_area=”post_content”][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” theme_builder_area=”post_content” hover_enabled=”0″ sticky_enabled=”0″] How should you be thinking of your integration strategy with over 7000 MarTech vendors? How do I think of an ABM MarTech strategy? Whether you are a B2B CMO or an aspiring one, these are key areas to
- [How Does RB2B Work](https://b2bfusiongroup.com/blog/how-does-rb2b-work/) - [et_pb_section fb_built=”1″ admin_label=”section” _builder_version=”4.16″ global_colors_info=”{}”][et_pb_row admin_label=”row” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text admin_label=”Text” _builder_version=”4.27.0″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″] Part 1 here ICYMI How do we scale a tool like RB2B that identifies anonymized end users on our website? Here are 10 suggestions we have shared with our US based
- [#TOPO summary - ABM 2019](https://b2bfusiongroup.com/blog/topo-summary-abm-2019/) - Today's post is a Guest Contribution by Jennifer Metherell. Jennifer has recently attended the TOPO conference and summarized the trip on what she learned relative to her 50+ ABM experiences. 1) Embarking on the ABM Journey - every successful organization who has effectively built an ABM practice all had one common theme - START SMALL!
- [Myths of Account Based Marketing](https://b2bfusiongroup.com/blog/myths-of-account-based-marketing/) - I recently compared notes with Kelvin Gee, Sr. Director of Modern Marketing Business Transformation at Oracle, on myth’s on Account Based Marketing. Even though Oracle owns Eloqua, his points are quite valid across any size company using any automation platform. Kelvin: The first myth is that account-based is only for big accounts, and while that
- [Top 5 MarTech & ABM Challenges for Marketing Leaders](https://b2bfusiongroup.com/blog/marketo-summit-2018-top-5-martech-abm-presentation/) - At the 2018 Marketo Summit (#MKTGnation), we covered five common mistakes for MarTech and Account Based Marketing (ABM) deployments. If you don’t have time to watch the embedded video, this is a ‘tweetable’ summary of each bullet point of our findings. We began with some background. Not every company uses the words ‘ABM’ but many
- [Translating ABM Strategy from a Lead Model: 10 Tips for Marketing Leaders](https://b2bfusiongroup.com/blog/abm-strategy/) - We’ve all been there - introducing ‘ABM’ to an older school leadership team steeped in the lead mentality can prove itself to be extremely challenging. Boards and CROs are very rooted in their lead mentality. So how do you make the transition or switch to a new way of operating? To convince old-school CEOs, CROs,
- [Operationalizing ABM - A checklist framework](https://b2bfusiongroup.com/blog/account-based-marketing-framework/) - “How do I operationalize ABM?” This is a common question that comes up - this step goes beyond the ‘selling in the concept of ABM’ approach. Operationalizing an account based strategy can vary significantly from company to company based on their go to market strategy, their culture, their sales capabilities,their size, and their technology
- [What questions should we ask about Go-to-Market?](https://b2bfusiongroup.com/blog/go-to-market-questions/) - In my experience working with hundreds of companies on their ABM strategies, I've found that a well-defined go-to-market strategy is absolutely critical for driving revenue growth and outpacing the competition. But developing an effective GTM approach isn't easy – it requires asking the right questions and careful consideration of key factors. Whether you're just starting
- [Lead to Account-Based Change](https://b2bfusiongroup.com/blog/lead-management/) - This week’s Go-To-Market question: Anyone ever undertake a full GTM / SFDC overhaul to shift from lead-oriented to ABM workflows? I’ve got a meeting with stakeholder teams this week to discuss the potential value and what would need to be done/what it would mean. Hit me with the good, the bad, and the ugly… Answer:
- [B2B, Social Media, and 'old school' CEOs](https://b2bfusiongroup.com/blog/b2b-what-is-social-media/) - In the last few weeks, I've carefully studied best practices of business to business companies leveraging social media, and have also studied B2C social media successes to use as a framework to evaluate B2B companies. My analysis includes studying Forrester analysts who seem to 'get it' (current and past), reading Groundswell (and meeting Josh face
- [Maximize revenue as a goal - Aligning Sales/Marketing](https://b2bfusiongroup.com/blog/maximize-revenue-as-a-goal/) - If you read the last post, you saw the importance of tying revenue to results in both sales and marketing. Let’s dig into some key steps to tie revenue to results: 1. Adopt common language between sales and marketing on tracing inquiry to revenue – an exercise like this that is NEW to an organization
- [Revenue through Marketing Automation Apps](https://b2bfusiongroup.com/blog/revenue-through-marketing-automation/) - Increasing Productivity through Marketing Automation Platforms (MAPs) My experience in this post comes from implementing MAPs in 3 different companies – in one of those companies, the MAP providers (Eloqua, Marketo, Aprimo) were a channel of distribution for us, so I had unique visibility as to their effectiveness. When a process is followed, time efficiencies
- [The B2B Buyer Cycle - Starting Point](https://b2bfusiongroup.com/blog/b2b-buying-cycle/) - If you are a marketer (or any professional in a company that is non-sales oriented), how do you get informed of your buying cycle in a B2B sale and map your buying process to make sure your tools and messages fit with their needs? At a recent Sales2.0 conference in San Francisco that I attended,
- [SaaS: Customer Retention is EVERYTHING!](https://b2bfusiongroup.com/blog/saas-customer-retention/) - SaaS – software as a service is a business model that was pioneered in the early 2000s to eliminate the costly software license model. There are now a handful of global public company comparables with metrics that are published on the performance of these SaaS companies (Salesforce.com, Successfactors) and emerging fast growing companies (Appsense, Eloqua,
- [4 Steps to help Sales work Marketing Leads to DRIVE REVENUE!](https://b2bfusiongroup.com/blog/4-steps-to-help-sales-work-marketing-leads/) - I recently met with a Field Marketing leader for a successful B2B company recently and she had echoed a similar concern that is common in our industry - her concern was as follows: “The marketing leads we give to sales aren’t being worked by sales, so it’s difficult to justify the marketing investment when the
- [4 Steps to tie B2B marketing investment to revenue via automation](https://b2bfusiongroup.com/blog/4-steps-to-tie-b2b-marketing-investment-to-revenue-via-automation/) - This is an expansion of an earlier post of the process steps involved in tying marketing investment to revenue and is a viewpoint from someone with real operational experience as head of marketing. Get CEO/GM and head of sales buy in to your objective which is to tie marketing investment to revenue. While this sounds
- [2 Critical Questions for CMOs, CSOs, and CEOs, from CMO viewpoint.](https://b2bfusiongroup.com/blog/2-critical-questions-for-cmos-csos-and-ceos-from-cmo-viewpoint/) - This post is aimed toward heads of marketing, heads of sales, general/division managers or CEOs. It’s specifically toward a head of marketing who is considering what measurable impact her/his team has on the business and is in a situation of implementing a marketing automation platform (which many companies are these days)... Here’s a newsflash -
- [Summary of Iron Mountain Keynote at SiriusDecisions](https://b2bfusiongroup.com/blog/summary-of-iron-mountain-keynote-at-siriusdecisions/) - At the SiriusDecisions’ (#SDS11) sold out conference featuring over 750 people, this year’s keynote featured both the head of sales Jerry Rulli and Colleen Langevin who heads marketing in a dialogue around historic performance, current activity, and a single go forward goal highlighting the tight sales/marketing relationship and the impact a relationship has on business
- [Executive Marketing Dashboards - 5 Lessons Learned](https://b2bfusiongroup.com/blog/executive-b2b-marketing-dashboards/) - Here are 5 lessons to consider when creating an executive level marketing dashboard to measure marketing impact and ROI. This topic is something I’ll be leading a discussion on at DemandCon next week and I look forward to hearing how others are looking at this situation. 1. Know where you are 2. Know where you
- [Cloudforce by Salesforce.com - Listen, Engage, Act](https://b2bfusiongroup.com/blog/cloudforce-by-salesforce-com-time-well-invested/) - Along with 1000 others, I attended yesterday’s #Cloudforce in Washington DC sponsored by Salesforce.com where the emphasis was a convergence of social, CRM, and mobility in the enterprise – this content was brand new in preparation for the uber Dreamforce in August. Mark Benioff is a terrific visionary and is lucky enough to meet with
- [Mobility Enterprise Trends via Gartner](https://b2bfusiongroup.com/blog/mobility-enterprise-trends-via-gartner/) - Today I attended Gartner Group’s Mobility/Security seminar at the Harvard Business Club in NYC by @mobilephillip and others – I attended because as a marketer, it’s important to understand where the puck is going and mobility is where it is headed (plus I have a mobility background). There were about 100 people representing a variety
- [Executives + Technology + You = Results](https://b2bfusiongroup.com/blog/the-executive-disconnect-technology-you-esults/) - In the B2B world, Executives and teams that master the art of technology in the revenue acquisition process fare 5x better than those that do not according to research from SiriusDecisions – this post is to help executives better communicate and understand what your teams face with their new technology investments in Salesforce.com, databases, and
- [B2B Freemium: Benchmarks & Key Questions](https://b2bfusiongroup.com/blog/b2b-freemium/) - Recently, I had a dialogue with a colleague in Silicon Valley who asked me about my experiences with B2B Freemiums as she thought through new distribution models for her product. It made me reflect for a moment about some of my more recent experiences about giving away an aspect of my product in the hope
- [Sales & Marketing - Your Prospect Database](https://b2bfusiongroup.com/blog/unglorified-sales-marketing-your-prospect-database/) - Your prospect database is like a sight and scope on a rifle. If the sight is set on your rifle correctly, you’ll hit your revenue target easily when you squeeze the trigger to execute on your inside sales and marketing efforts. If the site is off by the slightest amount, as you shoot your
- [Leveraging your Salesforce.com investment](https://b2bfusiongroup.com/blog/leveraging-your-salesforce-com-investment/) - As you’ve seen in previous posts, customer needs and revenue trajectory dictate technology decisions for the companies providing services. As mid-sized companies contemplate how to get their sales teams more productive and get revenue quicker, they have a variety of marketing automation choices – Pardot, Infusionsoft, and now Marketo. After listening to Marketo’s newest offer
- [Who owns the contact data?](https://b2bfusiongroup.com/blog/who-owns-the-data/) - “3 out of every 4 commercial businesses believe that they are losing as much as 73% of revenue due to poor data quality”…Experian – QAS. U.S. Business Losing Revenue Through Poorly Managed Customer Data A common issue I see in enterprise companies is the ‘perceived’ ownership around ‘data’ amongst sales and marketing – specifically I
- [Marketing ROI through automation](https://b2bfusiongroup.com/blog/marketing-roi-through-automation/) - There are 3 system components to getting effective marketing ROI leveraging marketing automation: Content, Process, and Data. Think of ROI as a 3 legged stool – the automation (seat) is supported by 3 legs of Content, Process, and Data. The stool falls over if any one element is missing. Let’s dive in. Content: Must
- [Wow, what a year!](https://b2bfusiongroup.com/blog/wow-what-a-year/) - Wow, what a year! As 2012 revs back up, I want to take a moment to reflect and share some brief accomplishments of my company that started the second half of last year. It was an exhilarating ride that only gets better each day! Here are a subset of the highlights. My B2B client base
- [Mobility:  Raising Campaign Effectiveness](https://b2bfusiongroup.com/blog/mobility-raising-campaign-effectiveness/) - There are 3 key steps in raising email campaign effectiveness via mobile devices. Mobility is playing an increasingly important role in reaching prospective customers for companies. Studies show and my own recent customer data indicate that 9% to 30% of email (not necessarily campaign) views are done on mobile devices and that mobile traffic is
- [Improving Conversions - what to measure?](https://b2bfusiongroup.com/blog/improving-conversions-what-to-measure/) - Many B2B companies look to improve conversions from lead to revenue and increase the productivity of their direct sales arm. Here are 4 reports that can be run immediately in your CRM that can impact conversion positively without having to invest more money in new marketing programs. Lead disposition reports: when this report is run,
- [B2B LinkedIn - Take 2](https://b2bfusiongroup.com/blog/b2b-linkedin-take-2/) - For years, I’ve been raving publicly about LinkedIn and was one of the very early adopters in Silicon Valley of this technology. LinkedIn has some compelling newer offers to consider in the B2B segment. Many B2B Marketers have felt a bit burnt by prior years performance of text based LinkedIn ads – investing quite a
- [Improving Conversion through Win/Loss](https://b2bfusiongroup.com/blog/improving-conversion-through-winloss/) - Most organizations have a quantifiable goal toward improving KPIs and analytics on more closed marketing sourced revenue. An effective method to accomplish conversion improvement is to do a ‘win/loss’ analysis on specific areas of the buying process. One really important element here is to make sure sales and marketing understands and buys into what you
- [LIKE: new SiriusDecisions Demand Waterfall](https://b2bfusiongroup.com/blog/like-new-siriusdecisions-demand-waterfall/) - Yesterday in the 106 degree Arizona weather, we received a needed waterfall - SiriusDecisions unveiled their upgraded view of the latest demand waterfall model at their annual conference. With an array of color codes and arrows, the new direction is spot as it accounts for revenue sourcing across all elements of the business rather than
- [Next Gen Marketing Automation Platforms](https://b2bfusiongroup.com/blog/next-gen-b2b-integration-software/) - [et_pb_section fb_built=”1″ _builder_version=”4.19.5″ custom_margin=”-5px||||false|false” custom_padding=”0px||||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.19.5″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}”] It’s time for the next generation of marketing automation – a revenue generating marketing automation system that focuses across new areas of predictability, effectiveness, and a wholistic view of a prospect/customer situation with the
- [Bigger deals that close faster!](https://b2bfusiongroup.com/blog/bigger-deals-that-close-faster/) - We’re still not yet hitting the full promise of what marketing 2.0 could be delivering on. In an informal poll of 3 CMOs of B2B companies with revenues from $50M to $5B, I asked about their progress with new revenue acquisition effectiveness around gaining bigger deal sizes with decreased sales cycle time by leveraging effective
- [Leads, Big Data and Trust](https://b2bfusiongroup.com/blog/leads-big-data-and-trust/) - (This was recently published by the Argyle Group targeting 4000 CMOs globally.) 70 percent or more of marketing business to business leads aren’t being followed up by sales. And the reason is trust. Establishing trust — the moment that you believe the salesperson understands your problem and the solution they are pitching makes sense —
- [Gap Analysis - Marketing Automation](https://b2bfusiongroup.com/blog/gap-analysis-marketing-automation/) - A colleague asked me to compare and contrast what marketing automation deployments we’ve seen prospect and customer wise – what their use case is relative to the gap with best practices. To execute on a need he had committed to a client, I came up with the following list for him to consider. Symptoms of
- [The Many Faces of Marketing Automation](https://b2bfusiongroup.com/blog/the-many-faces-of-marketing-automation/) - (Reposted from DemandGenReports Blog) When I recently attended Oracle’s Marketing Cloud kickoff event, where Oracle COO Mark Hurd gave his presentation to 100 of us, we had a chance to ask him questions at the conclusion. My question for him was, “how are you using Eloqua internally, what is your use case and roadmap
- [4 Lessons Learned:  Sales Training](https://b2bfusiongroup.com/blog/sales-training-b2b/) - [et_pb_section fb_built=”1″ admin_label=”section” _builder_version=”4.19.5″ global_colors_info=”{}”][et_pb_row admin_label=”row” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text admin_label=”Text” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}”]Selling is one of the toughest professions in the B2B world today. I think non-sales people underestimate how challenging selling really is and can be. To keep sharp, I recently completed a Dale
- [Marketing Automation @BMA](https://b2bfusiongroup.com/blog/marketing-automation-bma/) - Here is my hour presentation that I reviewed with 30 others at the New Jersey BMA on Marketing Automation. This video slide deck is condensed down to 4 minutes. Note the emphasis I put on data - data is at the heart of a successful revenue acquisition technology like marketing automation or predictive analytics.
- [2015 Sales & Marketing Predictions:  Data Relevance](https://b2bfusiongroup.com/blog/2015-predictions-data-relevance/) - Michael Dell, the founder of Dell Computers, recently said, ‘Data is the key competitive differentiator in today’s business environment.’ I believe he is right. Data is the star of the 2015 sales and marketing show; enterprises will generate new business, optimize their current state of data, and close more deals as a result of the improvement
- [2018 Salesforce Lightning Migration for Marketers](https://b2bfusiongroup.com/blog/2018-salesforce-lightning-migration-marketers/) - [et_pb_section fb_built=”1″ admin_label=”section” _builder_version=”3.22″][et_pb_row admin_label=”row” _builder_version=”3.25″ background_size=”initial” background_position=”top_left” background_repeat=”repeat”][et_pb_column type=”4_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text admin_label=”Text” _builder_version=”4.9.4″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” hover_enabled=”0″ sticky_enabled=”0″] In March 2018, Salesforce will soon stop support of bug fixes within their classic version of CRM, moving toward the next generation capabilities. Client wise, we’ve begun helping some organizations make the move over to
- [SaaS Churn (aka customer attrition)](https://b2bfusiongroup.com/blog/saas-churn-aka-customer-attrition/) - Sales and Marketing leaders have lived in the US through an expansion period over the last ten years. It's easy to fall into bad habits here when customer growth becomes the exclusive focus. Reflecting back on recessions in 2001 and 2008, quite a bit of attention was THEN focused on customer retention initiatives. By the
- [System Changes:  Quality Control](https://b2bfusiongroup.com/blog/system-changes-quality-control/) - Customer end user satisfaction is everything. Thinking back to my days as a SaaS CMO in both private and public companies, in an agile environment, we’d go through a very rigorous development pre-process to ensure a reasonable outcome for a minimally viable product. As a company matures, strategy changes. Infrastructure supporting the strategy changes. Business
- [SDR Outreach - Salesforce.com](https://b2bfusiongroup.com/blog/sdr-outreach-in-salesforce/) - As I’ve mentioned in prior posts, the SDR function is likely the most valuable function in the organization yet is often under-invested with newly minted college graduates slogging away at cold to qualify objectives. On average, half the time these SDRs work for Marketing, half the time they work for sales. Salesforce is the daily
- [ABM & Data - how to think of it](https://b2bfusiongroup.com/blog/abm-data-how-to-think-of-it/) - Want to learn more about data? Click here. [Jon] Hi I'm here with Scott Vaughan. He's the Chief Growth Officer of Integrate and Scott and I were just talking about data. Data decays, Scott, at two to three percent per month at the contact level. Make it very hard for sales and marketing productivity. What
- [Virtual Events, 6 Lessons Learned part 1 of 2](https://b2bfusiongroup.com/blog/virtual-events/) - (post 1 of 2) I just ran a survey recently on marketing demand generation ABM techniques and webinars was the number one tactic across the board for B to B marketers to do. I caught up with Tessa Barron who heads Marketing for On24 and asked her a number of questions. Tessa, what best practices
- [Virtual Events: 6 Lessons Learned part 2](https://b2bfusiongroup.com/blog/virtual-meetings-2-of-2/) - In our previous post, I interviewed Tessa Barron who heads marketing for On24 on what she finds helpful for her clients (full disclosure, we’ve done integrations with On24 with our Marketing Automation and ABM clients prior to this interview). Here are lessons 4-6 (but bulleted 1-3 thanks to wordpress). Our webinar benchmarks show that time
- [How to Engage Prospects & Customers](https://b2bfusiongroup.com/blog/engage-new-prospects-virtually/) - Key takeaways: Post Covid, it's worth relooking at ABM accounts Relook at your account and contact data given all the layoffs A big pivot to virtual events and new engagement techniques Start with your TAM - is it still right? Consider building an Account Persona MarTech 2020 investment is flat to increasing! Customers are relooking
- [Mindset](https://b2bfusiongroup.com/blog/mindset/) - Someone recently asked - 'what advice would you give to others in this strange time?' Mindset was my response. The right mindset can help you adapt and protect from physical or mental hardships. http Today, many employees and companies are facing unprecedented hardships. We’re all operating in a very ambiguous environment, where it is unusually challenging
- [How top brands use ABM to get results](https://b2bfusiongroup.com/blog/how-top-brands-use-abm-to-get-results/) - Introduction My name is Jakob Lowenbrand, Managing Director of BrightVision as well as the host of this podcast. Today we have a very interesting subject to discuss how the top brands are using account-based marketing. And we’re going to discuss that with a guest, his name is Jon Russo. A former army officer, also three-time
- [How to Sell Your CFO on an Account Based Strategy Investment](https://b2bfusiongroup.com/blog/account-based-strategy-investment/) - (as published on CMS Newswire). It’s a complex time to be in business. Marketing has been elevated within the C-Suite as the driver of digital transformation and a key leader in the customer journey. At the same time it is facing renewed pressure to generate top line revenue like never before, with many marketers coming
- [The Jolt Effect](https://b2bfusiongroup.com/blog/the-jolt-effect/) - In the high-stakes world of sales, it's essential to pinpoint the real roadblock to closing deals. It turns out, the culprit is often not a customer's comfort with the status quo but their sheer indecision. "The Jolt Effect" sheds light on this, revealing through extensive sales call analysis that indecision accounts for more stalled deals
- [How do I create an Account Plan?  A Framework.](https://b2bfusiongroup.com/blog/how-do-i-create-an-account-plan-a-framework/) - Account-based strategy in sales and marketing is a focused approach that targets key accounts and tailors strategies to the specific needs and characteristics of each account. This method is particularly effective in multi-organizational contexts, where the complexity of relationships and varied business units demand a more nuanced approach than traditional broad-based marketing strategies. An account
- [What does a 6sense Consultancy do?](https://b2bfusiongroup.com/blog/6sense-consultant/) - Want to get the most ROI out of your Account Based Marketing 6sense platform before a business leader asks you about platform ROI? The question isn’t whether you should use 6sense’s implementation / Customer Service team OR an external marketing consultancy… the question is HOW can your accomplish your goals quicker by leveraging both of
- [Why CMOs should think like a CRO](https://b2bfusiongroup.com/blog/cmo-vs-cro/) - CMOs should aim high and think like a CRO! (Actually all Marketers should think this way of this final Pavilion CMO preso - think in terms of revenue and tie your function to revenue outcomes). Wrapping up my 3rd and final hashtag#pavilionCMOsummit2024 in NYC LI post, CRO Latané Conant (she/her) of 6sense Inc. gave a
- [Influencer Marketing Insights](https://b2bfusiongroup.com/blog/influencer-marketing-insights/) - 𝐓𝐨𝐩 𝟗 𝐭𝐚𝐤𝐞𝐚𝐰𝐚𝐲𝐬 𝐨𝐟 hashtag #𝐆𝐨𝐥𝐝𝐞𝐧𝐡𝐨𝐮𝐫 event that I heard yesterday in NYC on the role of Influencer Marketing in B2B, the role of audiences, and trust: 𝟏. 𝐑𝐞𝐢𝐧𝐯𝐞𝐧𝐭. TikTok brain kicking in, 6 minute or less attention span of buyers - so subscriber experience matters. Several benefits to owning your audience vs. renting audience
- [Salesforce just increased their own pipeline goals by 50% from 2x to 3x.](https://b2bfusiongroup.com/blog/salesforce-pipeline/) - 🤯 Salesforce just increased their own pipeline goals by 50% from 2x to 3x. 8️⃣ 𝐬𝐮𝐠𝐠𝐞𝐬𝐭𝐢𝐨𝐧𝐬 𝐫𝐞𝐠𝐚𝐫𝐝𝐢𝐧𝐠 𝐩𝐢𝐩𝐞𝐥𝐢𝐧𝐞 𝐢𝐧 B2B Fusion 𝐞𝐧𝐠𝐚𝐠𝐞𝐦𝐞𝐧𝐭𝐬: 1️⃣ Focus on active, qualified pipeline rather than just top-of-funnel quantity. Leads or accounts that don't translate into real sales opportunities don't contribute to accurate pipeline coverage. This counters Quantity > Quality. 2️⃣
- [Mistakes with Sales Teams - ABM](https://b2bfusiongroup.com/blog/b2b-abx/) - What is the #1 mistake that B2B Sales teams make with ABM/ABX based on our experiences and conversations at B2B Fusion with GTM teams? (Lessons learned over years in ABX/ABM, a LinkedIn series, see comments) 𝐍𝐨𝐭 𝐩𝐫𝐨𝐩𝐞𝐫𝐥𝐲 𝐚𝐥𝐢𝐠𝐧𝐢𝐧𝐠 𝐭𝐡𝐞𝐢𝐫 𝐬𝐚𝐥𝐞𝐬 𝐩𝐫𝐨𝐜𝐞𝐬𝐬𝐞𝐬, 𝐬𝐤𝐢𝐥𝐥𝐬 𝐚𝐧𝐝 𝐚𝐩𝐩𝐫𝐨𝐚𝐜𝐡 𝐰𝐢𝐭𝐡 𝐭𝐡𝐞 𝐀𝐁𝐌/𝐀𝐁𝐗 𝐬𝐭𝐫𝐚𝐭𝐞𝐠𝐲 𝐚𝐧𝐝 𝐝𝐚𝐭𝐚. 1. Simply investing in ABM
- [Senior Leaders & Data Driven Decisions](https://b2bfusiongroup.com/blog/data-driven-decisions/) - [et_pb_section fb_built=”1″ _builder_version=”4.19.5″ _module_preset=”default” custom_margin=”-68px||||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.19.5″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.5″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.19.5″ _module_preset=”default” global_colors_info=”{}”] Senior Leaders and Making Data Driven Decisions Surprisingly, very senior leaders are surprisingly not always adept at making data driven decisions in modern Sales and Marketing motions. Generally speaking, from what we’ve seen, this issue is more sharply
- [10 Reasons you aren’t getting ROI out of your ABM platform](https://b2bfusiongroup.com/blog/abm-roi-reason/) - "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 𝐲𝐨𝐮𝐫 𝐀𝐁𝐗 𝐩𝐥𝐚𝐭𝐟𝐨𝐫𝐦 𝐢𝐧𝐯𝐞𝐬𝐭𝐦𝐞𝐧𝐭 (based on our experience of
- [Do your customers REALLY use Twitter?](https://b2bfusiongroup.com/blog/do-your-customers-really-use-twitter/) - [et_pb_section fb_built=”1″ admin_label=”section” _builder_version=”4.16″ global_colors_info=”{}”][et_pb_row admin_label=”row” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text admin_label=”Text” _builder_version=”4.18.0″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″] Adage recently published an article that challenged whether the majority of customers were paying attention to Twitter and asserted that marketers should not rush to make judgments based on the minuscule
- [Where is the digital marketing puck going?](https://b2bfusiongroup.com/blog/where-is-the-digital-marketing-puck-going/) - Recently, I spoke with a division CEO of a B2B company that earned the majority of its revenue online. In this conversation, I anticipated that the business would be very savvy on the usage of all digital tools to grab revenue. The CEO had a background in areas other than marketing so naturally the first
- [Accelerate Revenue NOW:  Be a Student of the Game](https://b2bfusiongroup.com/blog/accelerate-revenue-b2b/) - While President Obama was across town in Tempe, Arizona giving a commencement speech emphasizing how to keep studying beyond school, I attended the annual SiriusDecisons Best Practices Summit for Sales & Marketing leaders (see Twitter) in sunny Scottsdale, Arizona. My objective in attending this year's conference was to study and gain a more complete
- [Revenue Traction = Sales+Marketing Alignment](https://b2bfusiongroup.com/blog/revenue-traction-salesmarketing-alignment/) - To maximize a company's revenue result and customer experience, B2B Sales and Marketing teams need to align around similar objectives. Recent trends point to both sales and marketing are getting increased scrutiny for the following reasons: Suspect to prospect to deal close time has increased significantly these last two quarters compared to quarters past due
- [Connect B2B Marketing to Revenue!](https://b2bfusiongroup.com/blog/tie-b2b-marketing-to-revenue/) - This is the first in a series of posts of tying B2B marketing result to revenue. This is the framework for the discussion on how marketing drives revenue for their enterprise organization. A key aspect for business to business marketing to focus on is delivering activity (sales qualified leads or sales ready leads) that close
- [Revenue through Teleprospecting – a changing world!](https://b2bfusiongroup.com/blog/teleprospecting/) - Teleprospecting teams pursue inbound and/or outbound leads via a telephone, are owned 50% of the time by sales and 50% of the time by marketing in a B2B company with the trend heading toward marketing according to a Sales 2.0 recent conference. The nature of the role has changed dramatically over the last few years
- [How do I budget Marketing this year?](https://b2bfusiongroup.com/blog/how-do-i-budget-marketing-this-year/) - 🎅 B2B Marketing budget season - a directional SaaS tip based on two questions: ❓ What marketing investment is needed to deliver $1 of ARR in a SaaS business? 💰 How do I, for example, plan to budget in increments of $100k to generate $7.5M in pipeline and $1.5M in closed/won? 𝐂𝐨𝐬𝐭 𝐨𝐟 𝐚𝐜𝐪𝐮𝐢𝐫𝐢𝐧𝐠 𝐚
- [My takeway learning from CMO Conferences in 2024](https://b2bfusiongroup.com/blog/cmo-conference-2024/) - 10 top themes at Pavilion CMO Summit this week (too many for one post). 𝐊𝐞𝐲𝐰𝐨𝐫𝐝 𝐭𝐡𝐞𝐦𝐞𝐬: Alignment, Revenue, AI, Buyers Committee expanding, Process Building on yesterday's thread (in comments if you missed it), the second top 3 moment was the community as a whole, including listening to all presenters and all the people I bumped
- [Marketing Budget planning with your CFO](https://b2bfusiongroup.com/blog/b2b-marketing-budget-allocation/) - 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 that can be perceived as an entitlement if not
- [Celebrating the life of Karen Hirschhorn](https://b2bfusiongroup.com/blog/celebrating-the-life-of-karen-hirschhorn/) - Karen (in black) at her recent birthday party with Cathy Hawley The people IN a company are what makes the competitive difference, it is not technology or product. People come from different situations, different cultures, and different points of view – the more diverse viewpoints, the richer the quality of decisions by teams led by
- [What’s The Impact Of The New Demand Unit Waterfall?](https://b2bfusiongroup.com/blog/abm-demand-waterfall/) - As published in DemandGen Reports, May 2017 By Jon Russo, Founder B2B Fusion, @b2bcmo For B2B revenue leaders that are contemplating adoption of the new SiriusDecision’s Demand Unit Waterfall, here are five impact areas on B2B strategies and initiatives to consider: Develop a data strategy: install proper data processes, match leads to accounts (Ringlead, Full Circle,
- [Account Based Everything - Podcast](https://b2bfusiongroup.com/blog/abm-podcast/) - https://b2bfusiongroup.com/wp-content/uploads/2018/05/01-Demystifying-Account-based-Marketing.mp3 Devon McDonald, a Partner at OpenView Venture Capital spoke with me on a recent podcast on Account Based Marketing best practices. Our conversation covered areas of how to get even more out of your ABM people, process, & technology investments based on our experiences to date. Here is a helpful checklist summarizing that discussion and assumes
- [Boston Marketo User Group - June Summary](https://b2bfusiongroup.com/blog/boston-marketo-user-group-june-summary/) - Here are my notes from the June Boston Marketo User Group. It's a terrific user group having attended a few others on the east coast (DC, NYC, ATL), Boston seems to have the lead on making a great user group experience. Thomas Zimmerman, Localytics Compared the Marketo summit session topics and year over year summit
- [How to Make Website  WCAG Compliant?](https://b2bfusiongroup.com/blog/how-to-make-website-wcag-compliant/) - The basic premise of search engine reputation management is to use the following three strategies to accomplish the goal of creating a completely positive first page of search engine results for a specific term...
- [The Next Big Challenge for Content Marketer](https://b2bfusiongroup.com/blog/the-next-big-challenge-for-content-marketer/) - The basic premise of search engine reputation management is to use the following three strategies to accomplish the goal of creating a completely positive first page of search engine results for a specific term...
- [Tackling the Changes of  Retail Industry](https://b2bfusiongroup.com/blog/tackling-the-changes-of-retail-industry/) - The basic premise of search engine reputation management is to use the following three strategies to accomplish the goal of creating a completely positive first page of search engine results for a specific term...
- [MOCCA DC - Trends in Marketing Operations](https://b2bfusiongroup.com/blog/mocca-dc-marketing-operations/) - Marketing Operations as a B2B discipline is rapidly growing. As one data point that supports its growth, we had our largest attendance to date for today’s MOCCA meeting in Washington DC with Andrew Gaffney and Amanda Batista of Demand Gen Report covering recent readership survey results on trends in marketing measurement, changes in b2b buyers,
- [Rattlesnakes & Status Quo](https://b2bfusiongroup.com/blog/rattlesnakes-status-quo/) - 60 percent of deals in the pipeline are lost to 'no decision' rather than to competitors. One positive aspect of this pandemic has been my journey of reconnecting with nature. Biking, hiking, walking - I haven't been outdoors this frequently in quite some time. It has been exhilarating! On my recent visit to one of my
- [Implementing Executive Change:  4 Risks/Opportunities - B2B CMO view](https://b2bfusiongroup.com/blog/implementing-executive-change-4-risksopportunities-b2bcmo-view/) - Executives are paid to take calculated risks and make decisions. Recently, I spoke to an officer of a $1B company seeking to make some large changes across their company, specifically by repositioning the marketing organization toward a strategic contributor to the revenue generation capability. Within this situation, this company was considering significant process and technology
- [The First 100 Days: Insights and Lessons](https://b2bfusiongroup.com/blog/the-first-100-days-insights-and-lessons/) - Velocidi's Salon Series, a quarterly series that aims to address the top-of-mind issues for CMOs, included a talk led this week by Margaret Molloy. Our topic was The First 100 Days: Insights and Lessons featuring Maryam Banikarim, CMO of Gannett Co. Inc. with about 50 other executive audience members. Maryam talked candidly about the challenges she
- [2020 Marketing Budgets](https://b2bfusiongroup.com/blog/2020-marketing-budgets/) - Here the latest on how Gartner thinks Marketing budgets are shaping up for 2020. It's somewhat contradictory - on the heels of budgets not seen since 2011 with flat to declining budgets, the report is also saying Marketers are surprisingly optimistic with a small percentage saying they expect budget increases year over year despite the
- [Retention Framework - 4 helpful tips](https://b2bfusiongroup.com/blog/customer-retention-framework/) - TLDR; B2B Customer retention is #1 priority. Audit your message cadence and data situation, outline your customer journey, message according to journey, plan for long term. Outsource aspects if needed. Learn more on Friday. For B2B Sales & Marketers, you’ve heard recession comparisons between today’s global pandemic and that of 1991, 2001, and 2008. In
- [Who Should Own Salesforce Governance?](https://b2bfusiongroup.com/blog/who-should-own-salesforce-governance/) - Account ownership can vary depending on the complexity of your market and depth of ICP. Ownership includes data quality, data completeness, etc.
- [How do I measure Partner Marketing? A framework.](https://b2bfusiongroup.com/blog/measure-partner-marketing/) - Today’s question: How can I best prepare for an interview for a senior role in a company with a significant focus on partner motion, specifically in the technology and reseller sectors, including understanding the basic organizational structure, key performance indicators (KPIs) to be aware of, industry-specific lingo and processes, and strategic considerations for long-term success?
- [9 Common Mistakes non-marketing execs make](https://b2bfusiongroup.com/blog/marketing-mistakes/) - 9 𝐂𝐨𝐦𝐦𝐨𝐧 𝐦𝐢𝐬𝐭𝐚𝐤𝐞𝐬 non-Marketing execs and Board members make in marketing discussions (based on my last 4 years of 💯s of conversations): 1️⃣ Not having a clear understanding of marketing terminology, KPIs, metrics, and objectives 2️⃣ Viewing marketing solely as a cost center rather than a revenue driver 3️⃣ Focusing too much on short-term tactics
- [Pavilion Marketing Summit in NYC](https://b2bfusiongroup.com/blog/pavilion-marketing-summit/) - "10 things I learned about CMO/Board relationships via Pavilion CMO Summit. Keywords: 𝐓𝐫𝐮𝐬𝐭. 𝐆𝐫𝐨𝐰𝐭𝐡 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐲. 𝐏𝐢𝐩𝐞𝐥𝐢𝐧𝐞. 𝐎𝐮𝐭𝐜𝐨𝐦𝐞𝐬. 𝐎𝐰𝐧𝐞𝐫𝐬𝐡𝐢𝐩. (This was 1 of 3 top presentations which I'll summarize later on LinkedIn.) Kathleen Booth moderated an excellent discussion across Insight Partners Gary Survis and Vista Equity Partners Rani Hublou. 1. ""Show me (exactly) 𝐡𝐨𝐰 𝐲𝐨𝐮 𝐚𝐫𝐞
- [ABM Marketing and the Role of Customer Support](https://b2bfusiongroup.com/blog/abm_and_customer_support_role/) - When adding an Account Based motion to a lead based go-to-market motion, a common question is, ‘what will be our organizational impact - specifically to the Customer Support/Service function in working with Marketing? What could be different from what we do today?’ Usually there is a common, shared goal of driving more revenue for the
- [Leveraging the RACI Framework for Successful Account-Based Marketing (ABM) Implementation](https://b2bfusiongroup.com/blog/raci-analysis-example/) - Table of Contents Toggle Defining Roles and Responsibilities Aligning Cross-Functional Teams Continuous Evaluation and Optimization Conclusion [et_pb_section fb_built=”1″ theme_builder_area=”post_content” _builder_version=”4.19.5″ _module_preset=”default”][et_pb_row _builder_version=”4.19.5″ _module_preset=”default” theme_builder_area=”post_content”][et_pb_column _builder_version=”4.19.5″ _module_preset=”default” type=”4_4″ theme_builder_area=”post_content”][et_pb_text _builder_version=”4.19.5″ _module_preset=”default” theme_builder_area=”post_content” hover_enabled=”0″ sticky_enabled=”0″] The RACI (Responsible, Accountable, Consulted, Informed) framework is a powerful tool for clarifying roles, responsibilities, and decision-making processes within an organization. When
- [The Future of eCommerce Business](https://b2bfusiongroup.com/blog/the-future-of-ecommerce-business/) - The basic premise of search engine reputation management is to use the following three strategies to accomplish the goal of creating a completely positive first page of search engine results for a specific term...
- [How To Make Your iOS 13 Compatible?](https://b2bfusiongroup.com/blog/how-to-make-your-ios-13-compatible/) - The basic premise of search engine reputation management is to use the following three strategies to accomplish the goal of creating a completely positive first page of search engine results for a specific term...
- [B2B MarTech Marketing Automation](https://b2bfusiongroup.com/blog/b2b-marketing-automation/) - [et_pb_section fb_built=”1″ _builder_version=”4.19.5″ _module_preset=”default” global_colors_info=”{}”][et_pb_row _builder_version=”4.19.5″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.5″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.19.5″ _module_preset=”default” custom_margin=”-29px||||false|false” global_colors_info=”{}”] Google acquiring HubSpot, is the rumor true? Smart move if so. HubSpot has been incredibly scrappy – may not be the most scalable, best in class but wow have they been impressive over the years. User interface is second
- [The Future of Enterprise API Development](https://b2bfusiongroup.com/blog/the-future-of-enterprise-api-development/) - The basic premise of search engine reputation management is to use the following three strategies to accomplish the goal of creating a completely positive first page of search engine results for a specific term...
- [Building Data Analytics  Software](https://b2bfusiongroup.com/blog/building-data-analytics-software/) - The basic premise of search engine reputation management is to use the following three strategies to accomplish the goal of creating a completely positive first page of search engine results for a specific term...
- [You have a Great  Business Idea?](https://b2bfusiongroup.com/blog/you-have-a-great-business-idea-2/) - The basic premise of search engine reputation management is to use the following three strategies to accomplish the goal of creating a completely positive first page of search engine results for a specific term...
- [Plan Your Project  with Your Software](https://b2bfusiongroup.com/blog/plan-your-project-with-your-software/) - The basic premise of search engine reputation management is to use the following three strategies to accomplish the goal of creating a completely positive first page of search engine results for a specific term...
- [Marketing Credibility: 2015 and beyond](https://b2bfusiongroup.com/blog/marketing-credibility-2015-and-beyond/) - Here is a valuable blog today from what appears to be a US head of sales in how he views marketing in his business in a tech company contrasting to a non-tech company – it can be inferred from the post that marketing’s compensation is getting tied to revenue performance, that’s where we also see the
- [LinkedIn Jumps into Marketing Automation](https://b2bfusiongroup.com/blog/linkedin-jumps-into-marketing-automation/) - LinkedIn as a company is an innovator jumping into a new marketing automation market, leveraging their recent Bizo acquisition. This is worthy of study. Here are strengths of the LinkedIn offer relative to that of marketing automation: Their ability to target anonymous users with customized ad content relevant to the end user makes this a compelling
- [3 Enterprise Lessons Learned from MME16](https://b2bfusiongroup.com/blog/3-enterprise-lessons-learned-from-mme16/) - As part of Oracle’s Modern Marketing Experience (#MME16), over 2200 modern marketers listened to CMOs from Clorox, Sears, and Western Union share their data driven transformation journeys. Eric Reynolds, CMO of Clorox commented on his digital transformation on how ‘it takes courage to start down a road where you don’t know where it will end.’
- [2016:  Where should an organization invest an incremental dollar in marketing?](https://b2bfusiongroup.com/blog/2016-where-should-an-organization-invest-an-incremental-dollar-in-marketing/) - Several enterprise companies provide a disjointed customer experience via automation and are also unable to identify what marketing tactics drive true sales/business results. Achieving the right MarTech strategy is key to success in both of these areas.
- [Digital Selling – 2017 MarTech Integration Challenges](https://b2bfusiongroup.com/blog/digital-martech-integration-challenges/) - Several enterprise companies provide a disjointed customer experience via automation and are also unable to identify what marketing tactics drive true sales/business results. Achieving the right MarTech strategy is key to success in both of these areas.
- [Part 1 – When is Account Based Marketing needed?](https://b2bfusiongroup.com/blog/part-1-account-based-marketing-needed/) - As Published in MarTech Advisor We have all heard the buzz; Account-Based Marketing, Account Based Selling, Account Based Revenue, Account Based Everything…the acronyms are plentiful. I’ll add one more to the mix. An account based approach (ABA) represents an omni-channel coordinated sales and marketing approach, one that reinforces B2B sales and marketing
- [Part 2 - How to convince stakeholders ABA is worth doing.](https://b2bfusiongroup.com/blog/part-2-convince-stakeholders-aba-worth/) - As published in MarTech Advisor In Part 1 of our series, we talked about when an Account Based Approach (ABA) should be embarked upon. In today’s piece, we’ll talk about how to enlist stakeholders that ABA is worth doing. Account-Based Marketing or selling can not happen only within the Marketing department,
- [Part 4.  Lessons Learned in an Account-Based Approach (ABA)](https://b2bfusiongroup.com/blog/part-4-lessons-learned-account-based-approach-aba/) - As published in MarTech Advisor In our industry conversations and experiences with over 100+ Account based deployments, we find that many marketers, particularly SaaS companies or large enterprises, believe they’re “already doing account based marketing.” When we dig a little deeper to uncover what that means, we find it means their progress is
- [GDPR April 2018 Update](https://b2bfusiongroup.com/blog/gdpr-april-2018-update/) - Building on our December learnings, GDPR is a hot topic within many of our client companies and all companies right now – even if they are US based selling into either US locations or selling outside US. The fines for non-compliance are heavy at 4% of global revenues per year and the risk of inability
- [Marketing v Sales - ABM Perceptions](https://b2bfusiongroup.com/blog/marketing-v-sales-abm-perceptions/) - Very few companies do a pure Account Based strategy, most augment with a lead strategy. When small or large companies do embark on this AB strategy through a Marketing led initiative, Sales and Sales Leaders may have preconceived notions of Marketing behavior or what is expected of Marketing. Here are helpful tips on what trends
- [The Power of AI in Go-to-Market Strategy](https://b2bfusiongroup.com/blog/ai-go-to-market-strategy/) - This week's special guest, Liza Adams, shared valuable insights on the role of AI in go-to-market strategies. Here are some key takeaways from the engaging conversation: AI Impact Across Functions: While marketing often takes the spotlight for AI impact, Liza highlighted the growing influence of AI in sales and customer success areas. The seamless integration
- [ZoomInfo Copilot: Streamlining Sales Prospecting with AI and Intent Data](https://b2bfusiongroup.com/blog/zoominfo-buying-committee/) - You may have read my first part of ZoomInfo’s recent release of Copilot. While we are waiting to get hands on experience with it for our clients, I thought I’d summarize in part two our private demo in a question and answer format. TLDR; this approach really is for a company needing help juicing up
- [B2B Teleprospecting, one case study @DemandCon](https://b2bfusiongroup.com/blog/demandconb2b-teleprospecting/) - This week at the first @DemandCon conference which featured sales and marketing best practices, an impressive number of presenters discussed B2B buying cycle attributes and techniques to reach enterprise buyers. (Full disclosure - I was one of the speakers). One company that presented was Coupa, a growing SaaS company based in Silicon Valley. One of
- [Coffee is for Closers...and second prize is a set of steak knives...](https://b2bfusiongroup.com/blog/coffee-is-for-closers-and-second-prize-is-a-set-of-steak-knives/) - "The leads are weak." http://www.youtube.com/watch?v=y-AXTx4PcKI In an average B2B company, 15% to 80% of closed annual revenue is aided through teleprospecting efforts, which could either be a sales or marketing function. Outbound leads are more challenging than inbound leads to pursue and/or close, so there may be different compensation schemes associated with each. According to
- [Email effectiveness](https://b2bfusiongroup.com/blog/email-marketing-roi/) - Email effectiveness during global pandemic. This is the most effective cold email I’ve received in 2021. This template could be reused at scale. First, she reached and prospected via email, not LinkedIn. 1. Subject line icon; studies consistently show higher probability of open with icon in subject line. B2C marketers know this best – watch
- [Sachin Ahuja, Division CEO](https://b2bfusiongroup.com/blog/mrs-sandra-bouman/) - We needed help with our mobility solution to find the right business model, go to market strategy, and messaging. Jon helped accelerate our process by introducing our company to prospective customers and partners, researched the market breadth and depth with Gartner and others, and put together an executive summary on where to head next and
- [Jaime Davenport, Demand Generation Leader](https://b2bfusiongroup.com/blog/john-doe-business-consultant/) - Jon accelerated our revenue acquisition process by gaining a quick grasp of our business needs, prioritizing the numerous projects we had in front of us, and formulating an attack plan with our executives to communicate the business impact our team has. He has helped us connect our new marketing investments to revenue at an exec
- [Corey Livingston, Demand Generation, Level3 Communications](https://b2bfusiongroup.com/blog/client2/) - "Jon and his team accelerated our Perpetual Demand Center global vision. He enabled proper segmentation through our CRM system, architected a marketing database capability for us, and improved campaign accuracy through implementation of best hygiene data practices. He assisted us in our KPI and dashboard process to measure more marketing sourced revenue." .....Corey Livingston, Demand
- [Steve Gershik - Founder, Demandcon](https://b2bfusiongroup.com/blog/mrs-randa/) - We just kicked off DemandCon, the premiere demand generation event which attracted several hundred sales and marketing professionals. Jon’s CMO/Executive presentation was outstanding for this event – he clearly articulated the right metrics for the executive and board level – an area sorely needed by many companies who struggle to connect marketing investment to new
- [Account Based Measurement, Part 1](https://b2bfusiongroup.com/blog/account-based-measurement-part-1/) - Marketing measurement is a passion of ours at B2B Fusion based on these prior posts. We’re starting to see more advanced business impact capabilities for Account Based Measurement that are valuable for Marketing executive reporting at the board level – and a maturity curve is starting to emerge in measurement that spans both lead based
- [Part 2 - Account Based Measurement](https://b2bfusiongroup.com/blog/part-2-account-based-measurement/) - In our previous post, we outlined a maturity curve for measurement. Today we dive more deeply into ABM Measurement. stage is one of unifying a view from both sales and marketing vs. the earlier models of celebrating marketing attribution on what could be low overall closing performance. It also has the benefit of being a
- [2013: Great Expectations For Marketing ROI](https://b2bfusiongroup.com/blog/marketing-automation-roi/) - Here is my brief view of what to expect in 2013. During 2013, organizations will demand significantly more revenue value out of their existing sales and marketing ecosystem investments including CRM, Marketing Automation, and list acquisition purchases. Non-marketing executives at these firms will demand greater accountability for return on these investments. As a result, marketers
- [Content - how buyers consume](https://b2bfusiongroup.com/blog/content-how-buyers-consume/) - Last week, I facilitated a lively marketing leader panel discussion for Andrew Gaffney's Content2Conversion event which was an audience of 300 B2B marketers cross industry. The event was focused on understanding what types of content buyers were interested in viewing at varying stages of the buyers funnel. Leslie Hurst from American Express Open, Heather Teicher
- [Waterfall Metrics](https://b2bfusiongroup.com/blog/waterfall-metrics/) - Waterfall metrics for companies that don't yet measure account metrics.
- [12 Email Deliverability Ideas to Improve Conversions](https://b2bfusiongroup.com/blog/email-deliverability-checklist/) - Ever send an email and it not reach the other end? Email is at the heart of conversions. If your BDR or Marketing or Sales email hits the ‘other’ inbox, it doesnt’ matter how much money you’ve spent to reach the end user. You have to treat email with respect regardless of your outbound
- [Angela Trilli, Demand Generation Leader IEEE](https://b2bfusiongroup.com/blog/client1/) - Jon accelerated our new revenue acquisition process by offering executable, operational solutions once he completed a deep audit involving our sales and marketing teams, our Salesforce.com CRM, and our marketing automation system. He really understood our business and how we can continuously improve with a fresh viewepoint. If your company is wrestling with getting new
- [CMO Changes & Challenges: Cisco, Xerox, GE](https://b2bfusiongroup.com/blog/cmo-changes-challenges-cisco-xerox-ge/) - The Chief Marketing Officers from Cisco and from Xerox presented at today’s Philadelphia America Marketing Association (AMA) on “Changes and Challenges CMOs face” and I attended with about 100 others. Much of what they said reinforced recent observations I’ve had with client and prospect companies in terms of what are executive marketing priorities. The theme
- [Marketing Operations - MOCCA East Coast](https://b2bfusiongroup.com/blog/marketing-operations-mocca/) - Today’s MOCCA meeting in Washington DC covered what role marketing operations plays in B2B with a diverse set of companies and vendors in attendance. We discussed the scope of the marketing operations role, benchmarked data from a variety of analysts, and summarized our discussion by sharing our practical operational experiences to overcome a number of

## Pages

- [Account Based Marketing and Automation - ABX Meets ABM](https://b2bfusiongroup.com/) - [et_pb_section fb_built=”1″ admin_label=”Header” _builder_version=”4.27.4″ _module_preset=”default” background_color=”#FFFFFF” use_background_color_gradient=”on” background_color_gradient_stops=”#ffffff 0%|rgba(255, 200, 121, 0.54) 71%|#f4c097 89%|#f4c097 99%” collapsed=”on” global_colors_info=”{}”][et_pb_row column_structure=”3_5,2_5″ _builder_version=”4.24.2″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”3_5″ _builder_version=”4.24.2″ _module_preset=”default” custom_padding=”80px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”||||false|false” custom_padding_last_edited=”on|desktop” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”16cfe4a3-4400-40c8-b52b-eef92bb98d19″ header_font=”Roboto Mono|700||on|||||” header_text_color=”#031a75″ header_font_size=”14px” header_letter_spacing=”1px” header_line_height=”1.4em” header_4_text_color=”gcid-afa30cf2-6f5d-4b9c-aa39-7dbe1ac3b7a3″ global_colors_info=”{%22gcid-afa30cf2-6f5d-4b9c-aa39-7dbe1ac3b7a3%22:%91%22header_4_text_color%22%93}”] Account Based Marketing Agency – B2B Fusion [/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”9d751b8e-3e2e-4ee7-b332-c792fe6be797″ header_text_color=”#000000″ header_2_font=”Exo 2||||||||” header_2_text_color=”#000000″ header_2_font_size=”48px” header_2_line_height=”1.2em”
- [Frequently Asked Questions](https://b2bfusiongroup.com/faq/) - Discover answers to FAQs on ABX, ABM, 6sense, Clay, Marketing automation, demand generation, lead generation, and more. Simplifying concepts for better understanding.
- [GTM Diagnostics](https://b2bfusiongroup.com/gtmdiagnostics/) - [et_pb_section fb_built=”1″ _builder_version=”4.27.4″ _module_preset=”default” custom_margin=”-52px||||false|false” custom_margin_tablet=”-52px||||false|false” custom_margin_phone=”-40px||||false|false” custom_margin_last_edited=”on|phone” custom_padding=”0px||||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_code _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″] [/et_pb_code][/et_pb_column][/et_pb_row][/et_pb_section]
- [ABM/ABX Marketing Team Support and Consulting](https://b2bfusiongroup.com/your-team/) - [et_pb_section fb_built=”1″ fullwidth=”on” admin_label=”Hero Section” _builder_version=”4.16″ background_enable_color=”off” global_colors_info=”{}”][et_pb_fullwidth_header title=”AN EXPERIENCED TEAM” subhead=”About us” button_one_text=”Meet Your team” button_one_url=”#team” button_two_text=”Read Our Core Values” button_two_url=”#core-values” background_overlay_color=”rgba(9,28,79,0.72)” content_max_width=”590px” _builder_version=”4.19.5″ title_font=”Poppins|700||on|||||” title_text_color=”#ff8100″ title_font_size=”14px” title_letter_spacing=”2px” title_line_height=”1.4em” content_font=”Poppins||||||||” content_font_size=”16px” content_letter_spacing=”1px” content_line_height=”2em” subhead_font=”Roboto|700|||||||” subhead_font_size=”48px” subhead_letter_spacing=”3px” subhead_line_height=”1.4em” background_enable_color=”off” use_background_color_gradient=”on” background_color_gradient_stops=”rgba(9,28,79,0.4) 0%|rgba(9,28,79,0.4) 100%” background_color_gradient_overlays_image=”on” background_color_gradient_start=”rgba(9,28,79,0.4)” background_color_gradient_end=”rgba(9,28,79,0.4)” background_image=”https://b2bfusiongroup.com/wp-content/uploads/2021/03/consultant-11.jpg” background_blend=”lighten” custom_button_one=”on” button_one_text_color=”#FFFFFF” button_one_bg_color=”#ff8100″ button_one_border_width=”1px” button_one_border_color=”#ff8100″ button_one_border_radius=”0px” button_one_letter_spacing=”1px”
- [Connect](https://b2bfusiongroup.com/contact-us/) - [et_pb_section fb_built=”1″ fullwidth=”on” admin_label=”Map Header” _builder_version=”4.16″ background_color=”RGBA(0,0,0,0)” use_background_color_gradient=”on” background_color_gradient_stops=”rgba(9,28,79,0.4) 0%|rgba(9,28,79,0.4) 100%” background_color_gradient_overlays_image=”on” background_color_gradient_start=”rgba(9,28,79,0.4)” background_color_gradient_end=”rgba(9,28,79,0.4)” background_image=”https://b2bfusiongroup.com/wp-content/uploads/2021/03/consutant-01.jpg” custom_padding=”170px||170px||true|false” global_colors_info=”{}”][/et_pb_section][et_pb_section fb_built=”1″ specialty=”on” padding_top_1=”0px” padding_top_2=”50px” padding_top_bottom_link_1=”false” padding_top_bottom_link_2=”false” padding_left_right_link_1=”false” padding_left_right_link_2=”false” admin_label=”Contact” _builder_version=”4.16″ background_color=”rgba(0,0,0,0)” custom_margin=”|||” custom_padding=”0px|0px|54px|0px” global_colors_info=”{}”][et_pb_column type=”1_2″ specialty_columns=”2″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_row_inner custom_padding_last_edited=”on|desktop” module_id=”get-in-touch” _builder_version=”4.16″ background_color=”#ffffff” custom_margin=”-200px||80px|” custom_padding=”60px|60px|60px|60px” custom_padding_tablet=”” custom_padding_phone=”|40px||40px” box_shadow_style=”preset3″ box_shadow_vertical=”15px” box_shadow_blur=”80px” global_colors_info=”{}”][et_pb_column_inner saved_specialty_column_type=”1_2″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_social_media_follow _builder_version=”4.16″
- [Jon Russo](https://b2bfusiongroup.com/jon-russo/) - [et_pb_section fb_built=”1″ admin_label=”Header” _builder_version=”4.25.0″ _module_preset=”default” background_color=”gcid-a674551e-c023-4666-82b8-b7448e713885″ collapsed=”on” global_colors_info=”{%22gcid-a674551e-c023-4666-82b8-b7448e713885%22:%91%22background_color%22%93}”][et_pb_row column_structure=”3_4,1_4″ _builder_version=”4.25.0″ _module_preset=”default” max_width=”none” global_colors_info=”{}”][et_pb_column type=”3_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_heading title=”Jon Russo” _builder_version=”4.27.4″ _module_preset=”_initial” title_font=”Poppins|500|||||||” title_text_color=”#FFFFFF” title_font_size=”12vw” title_letter_spacing=”-0.05em” custom_margin=”||10px||false|false” title_font_size_tablet=”8vw” title_font_size_phone=”17vw” title_font_size_last_edited=”on|phone” global_colors_info=”{}”][/et_pb_heading][/et_pb_column][et_pb_column type=”1_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https://b2bfusiongroup.com/wp-content/uploads/2021/04/about-jon-russo-squarecrop-300×300-1.jpg” title_text=”about-jon-russo-squarecrop-300×300-1″ align_last_edited=”off|tablet” _builder_version=”4.27.4″ _module_preset=”default” width=”100%” max_width=”225px” module_alignment=”right” custom_margin=”||74px|||” custom_padding=”|||10px||” module_alignment_tablet=”left” module_alignment_phone=”left” module_alignment_last_edited=”on|phone” border_radii=”on|6px|6px|6px|6px” global_colors_info=”{}”][/et_pb_image][et_pb_social_media_follow _builder_version=”4.27.4″ _module_preset=”default” text_orientation=”right” custom_margin=”|-8px||-8px|false|true” text_orientation_tablet=”left” text_orientation_phone=”left”
- [Resources](https://b2bfusiongroup.com/blog/) - [et_pb_section fb_built=”1″ fullwidth=”on” admin_label=”Hero Section” _builder_version=”4.16″ global_colors_info=”{}”][et_pb_fullwidth_header title=”OUR POINTS OF VIEW ON SALES & MARKETING REVENUE STRATEGY” subhead=”Resources for you” button_one_text=”WATCH VIDEO” button_one_url=”#videos” button_two_text=”GET FRAMEWORKS” button_two_url=”https://b2bfusiongroup.com/frameworks/” background_overlay_color=”rgba(9,28,79,0.72)” content_max_width=”590px” _builder_version=”4.19.5″ title_font=”Poppins|700||on|||||” title_text_color=”#ff8100″ title_font_size=”14px” title_letter_spacing=”2px” title_line_height=”1.4em” content_font=”Poppins||||||||” content_font_size=”16px” content_letter_spacing=”1px” content_line_height=”2em” subhead_font=”Roboto|700|||||||” subhead_font_size=”48px” subhead_letter_spacing=”3px” subhead_line_height=”1.4em” background_enable_color=”off” use_background_color_gradient=”on” background_color_gradient_stops=”rgba(9,28,79,0.4) 0%|rgba(9,28,79,0.4) 100%” background_color_gradient_overlays_image=”on” background_color_gradient_start=”rgba(9,28,79,0.4)” background_color_gradient_end=”rgba(9,28,79,0.4)” background_image=”https://b2bfusiongroup.com/wp-content/uploads/2021/03/consultant-08.jpg” background_blend=”lighten” custom_button_one=”on” button_one_text_color=”#FFFFFF” button_one_bg_color=”#ff8100″
- [Account Based Marketing and Automation - ABX Meets ABM](https://b2bfusiongroup.com/home/) - [et_pb_section fb_built=”1″ fullwidth=”on” admin_label=”Hero Section” _builder_version=”4.27.0″ background_enable_color=”off” custom_margin=”-25px||0px||false|false” custom_padding=”0px||||false|false” global_colors_info=”{}”][et_pb_fullwidth_header title=”Account Based Marketing Agency – B2B Fusion” button_one_text=”Free Consultation” button_one_url=”#contact” background_overlay_color=”rgba(9,28,79,0.18)” header_image_url=”https://b2bfusiongroup.com/wp-content/uploads/2021/04/web-1.png” content_max_width=”590px” _builder_version=”4.19.5″ title_font=”Poppins|700||on|||||” title_text_color=”#ff8100″ title_font_size=”14px” title_letter_spacing=”2px” title_line_height=”1.4em” content_font=”Roboto|700|||||||” content_font_size=”32px” content_letter_spacing=”1px” content_line_height=”1.2em” subhead_font=”Playfair Display|700||on|||||” subhead_font_size=”48px” subhead_letter_spacing=”3px” subhead_line_height=”1.4em” background_enable_color=”off” background_image=”https://b2bfusiongroup.com/wp-content/uploads/2021/04/hero.png” custom_button_one=”on” button_one_text_color=”#FFFFFF” button_one_bg_color=”#ff8100″ button_one_border_width=”1px” button_one_border_color=”#ff8100″ button_one_border_radius=”0px” button_one_letter_spacing=”1px” button_one_font=”Saira Extra Condensed|600||on|||||” button_one_icon=”$||divi||400″ button_one_icon_color=”#FFFFFF” custom_button_two=”on” button_two_text_color=”#FFFFFF” button_two_bg_color=”#ff8100″
- [CMO Huddles](https://b2bfusiongroup.com/exclusive-cmo-huddles-offer/) - [et_pb_section fb_built=”1″ fullwidth=”on” admin_label=”Map Header” _builder_version=”4.27.0″ background_color=”RGBA(0,0,0,0)” use_background_color_gradient=”on” background_color_gradient_stops=”rgba(11,0,17,0.61) 0%|rgba(6,0,91,0.77) 100%” background_color_gradient_overlays_image=”on” background_color_gradient_start=”rgba(9,28,79,0.4)” background_color_gradient_end=”rgba(9,28,79,0.4)” background_image=”https://b2bfusiongroup.com/wp-content/uploads/2021/04/063.jpg” background_position=”top_center” background_vertical_offset=”71%” custom_padding=”118px||118px||true|false” global_colors_info=”{}”][et_pb_fullwidth_header title=”An Exclusive Offer for CMOs in the CMO Huddles!” _builder_version=”4.27.0″ _module_preset=”default” title_font=”Roboto|700|||||||” title_font_size=”43px” title_letter_spacing=”1px” background_color=”RGBA(255,255,255,0)” custom_margin=”-82px||-50px||false|false” custom_margin_tablet=”||-124px||false|false” custom_margin_phone=”||-142px||false|false” custom_margin_last_edited=”on|phone” title_text_shadow_style=”preset1″ global_colors_info=”{}”][/et_pb_fullwidth_header][/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.27.4″ _module_preset=”default” custom_margin=”16px||-90px||false|false” custom_margin_tablet=”16px||-90px||false|false” custom_margin_phone=”0px||-64px||false|false” custom_margin_last_edited=”on|phone” global_colors_info=”{}”][et_pb_row _builder_version=”4.27.4″ _module_preset=”default” custom_margin=”-42px||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.27.4″ _module_preset=”default”
- [What is RB2B?](https://b2bfusiongroup.com/faq/what-is-rb2b/) - [et_pb_section fb_built=”1″ _builder_version=”4.19.5″ _module_preset=”default” global_colors_info=”{}”][et_pb_row _builder_version=”4.19.5″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.5″ _module_preset=”default” global_colors_info=”{}”][et_pb_post_title meta=”off” _builder_version=”4.19.5″ _module_preset=”default” title_font_size=”36px” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″][/et_pb_post_title][/et_pb_column][/et_pb_row][et_pb_row _builder_version=”4.27.4″ _module_preset=”default”][et_pb_column _builder_version=”4.27.4″ _module_preset=”default” type=”4_4″][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ sticky_enabled=”0″] Table of Contents: RB2B Meaning RB2B Pricing RB2B Free RB2B Pro RB2B Pro+ RB2B Reviews [/et_pb_text][/et_pb_column][/et_pb_row][et_pb_row _builder_version=”4.19.5″ _module_preset=”default” custom_margin=”-25px||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.5″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″
- [What Is 6sense?](https://b2bfusiongroup.com/faq/what-is-6sense/) - 6sense uses predictive analytics to tailor content, position vendors as trusted advisors, and drive retention and upselling in complex B2B buying cycles.
- [How Does 6sense Work?](https://b2bfusiongroup.com/faq/how-does-6sense-work/) - 6sense uses predictive AI and intent data to revolutionize account-based marketing by engaging high-propensity buyers with tailored campaigns.
- [Results](https://b2bfusiongroup.com/customers/) - [et_pb_section fb_built=”1″ fullwidth=”on” admin_label=”Hero Section” _builder_version=”4.16″ global_colors_info=”{}”][et_pb_fullwidth_header title=”WHERE CAN I FIND HELP FOR MY REVENUE ACQUISITION STRATEGY?” subhead=”Customers” button_one_text=”Read Testimonials” button_one_url=”#testimonials1″ button_two_text=”Browse Clients” button_two_url=”#customers” background_overlay_color=”rgba(9,28,79,0.72)” content_max_width=”590px” content_max_width_last_edited=”off|desktop” _builder_version=”4.19.5″ title_font=”Poppins|700||on|||||” title_text_color=”#ff8100″ title_font_size=”14px” title_letter_spacing=”2px” title_line_height=”1.4em” content_font=”Poppins||||||||” content_font_size=”16px” content_letter_spacing=”1px” content_line_height=”2em” subhead_font=”Roboto|700|||||||” subhead_font_size=”48px” subhead_letter_spacing=”3px” subhead_line_height=”1.4em” background_enable_color=”off” use_background_color_gradient=”on” background_color_gradient_stops=”rgba(9,28,79,0.4) 0%|rgba(9,28,79,0.4) 100%” background_color_gradient_overlays_image=”on” background_color_gradient_start=”rgba(9,28,79,0.4)” background_color_gradient_end=”rgba(9,28,79,0.4)” background_image=”https://b2bfusiongroup.com/wp-content/uploads/2021/03/consultant-04.jpg” background_blend=”lighten” custom_button_one=”on” button_one_text_color=”#FFFFFF” button_one_bg_color=”#ff8100″ button_one_border_width=”1px”
- [How We Help](https://b2bfusiongroup.com/how-we-help/) - [et_pb_section fb_built=”1″ fullwidth=”on” admin_label=”Hero Section” _builder_version=”4.9.4″ background_enable_color=”off” global_module=”73251″ saved_tabs=”all” collapsed=”off” global_colors_info=”{}”][et_pb_fullwidth_header title=”B2B FUSION” subhead=”How we help” button_one_text=”View Our Process” button_one_url=”#help” background_overlay_color=”rgba(9,28,79,0.72)” content_max_width=”590px” _builder_version=”4.19.5″ title_font=”Poppins|700||on|||||” title_text_color=”#ff8100″ title_font_size=”14px” title_letter_spacing=”2px” title_line_height=”1.4em” content_font=”Poppins||||||||” content_font_size=”16px” content_letter_spacing=”1px” content_line_height=”2em” subhead_font=”Roboto|700|||||||” subhead_font_size=”48px” subhead_letter_spacing=”3px” subhead_line_height=”1.4em” background_enable_color=”off” background_image=”https://b2bfusiongroup.com/wp-content/uploads/2021/04/julian-hochgesang-psGV5KhidlY-unsplash-300×200-1.jpg” background_blend=”lighten” custom_button_one=”on” button_one_text_color=”#FFFFFF” button_one_bg_color=”#ff8100″ button_one_border_width=”1px” button_one_border_color=”#ff8100″ button_one_border_radius=”0px” button_one_letter_spacing=”1px” button_one_font=”Saira Extra Condensed|600||on|||||” button_one_icon=”$||divi||400″ button_one_icon_color=”#FFFFFF” custom_button_two=”on” button_two_border_width=”1px” button_two_border_color=”rgba(255,255,255,0.3)” button_two_border_radius=”0px”
- [Frameworks](https://b2bfusiongroup.com/frameworks/) - Discover answers to FAQs on marketing, automation, lead generation, and more. Simplify concepts for better understanding.
- [Test Page](https://b2bfusiongroup.com/test-page-2/) - [et_pb_section fb_built=”1″ _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_row _builder_version=”4.27.0″ _module_preset=”default” custom_padding=”27px||27px|||” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_code _builder_version=”4.27.0″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″] CMO Overview [/et_pb_code][/et_pb_column][/et_pb_row][/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.19.5″ _module_preset=”default” background_color=”#06143f” global_colors_info=”{}”][et_pb_row column_structure=”1_4,1_4,1_4,1_4″ _builder_version=”4.19.5″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”1_4″ _builder_version=”4.19.5″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https://b2bfusiongroup.com/wp-content/uploads/2024/04/B2B-Fusion-1-1.png” title_text=”B2B-Fusion-1-1″ _builder_version=”4.19.5″ _module_preset=”default” width=”50%” global_colors_info=”{}”][/et_pb_image][et_pb_text _builder_version=”4.19.5″ _module_preset=”default” text_text_color=”gcid-436b62df-1393-4be6-b05f-9f41a5a57e5c” text_font_size=”20px” global_colors_info=”{%22gcid-436b62df-1393-4be6-b05f-9f41a5a57e5c%22:%91%22text_text_color%22%93}”] B2B FUSION [/et_pb_text][et_pb_text _builder_version=”4.19.5″ _module_preset=”default” text_text_color=”#ff8100″ text_font_size=”15px” custom_margin=”-23px||||false|false” global_colors_info=”{}”] Account
- [Test Page](https://b2bfusiongroup.com/test-page/) - [et_pb_section fb_built=”1″ _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_row _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}” custom_padding=”||27px|||”][et_pb_column type=”4_4″ _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_code _builder_version=”4.27.0″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″] [/et_pb_code][/et_pb_column][/et_pb_row][/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.19.5″ _module_preset=”default” background_color=”#06143f” global_colors_info=”{}”][et_pb_row column_structure=”1_4,1_4,1_4,1_4″ _builder_version=”4.19.5″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”1_4″ _builder_version=”4.19.5″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https://b2bfusiongroup.com/wp-content/uploads/2024/04/B2B-Fusion-1-1.png” title_text=”B2B-Fusion-1-1″ _builder_version=”4.19.5″ _module_preset=”default” width=”50%” global_colors_info=”{}”][/et_pb_image][et_pb_text _builder_version=”4.19.5″ _module_preset=”default” text_text_color=”gcid-436b62df-1393-4be6-b05f-9f41a5a57e5c” text_font_size=”20px” global_colors_info=”{%22gcid-436b62df-1393-4be6-b05f-9f41a5a57e5c%22:%91%22text_text_color%22%93}”] B2B FUSION [/et_pb_text][et_pb_text _builder_version=”4.19.5″ _module_preset=”default” text_text_color=”#ff8100″ text_font_size=”15px” custom_margin=”-23px||||false|false” global_colors_info=”{}”] Account Based Marketing+1
- [Martech Integration Partners](https://b2bfusiongroup.com/partners/) - [et_pb_section fb_built=”1″ fullwidth=”on” admin_label=”Hero Section” _builder_version=”4.16″ background_enable_color=”off” global_colors_info=”{}”][et_pb_fullwidth_header title=”B2B FUSION” subhead=”Partners” button_one_text=”Learn More” button_one_url=”#partners” background_overlay_color=”rgba(9,28,79,0.72)” content_max_width=”590px” _builder_version=”4.19.5″ title_font=”Poppins|700||on|||||” title_text_color=”#ff8100″ title_font_size=”14px” title_letter_spacing=”2px” title_line_height=”1.4em” content_font=”Poppins||||||||” content_font_size=”16px” content_letter_spacing=”1px” content_line_height=”2em” subhead_font=”Roboto|700|||||||” subhead_font_size=”48px” subhead_letter_spacing=”3px” subhead_line_height=”1.4em” background_color=”rgba(255, 255, 255, 0)” use_background_color_gradient=”on” background_color_gradient_stops=”rgba(9,28,79,0.4) 0%|rgba(9,28,79,0.4) 100%” background_color_gradient_overlays_image=”on” background_color_gradient_start=”rgba(9,28,79,0.4)” background_color_gradient_end=”rgba(9,28,79,0.4)” background_image=”https://b2bfusiongroup.com/wp-content/uploads/2021/03/nasa-Q1p7bh3SHj8-unsplash.jpg” background_blend=”lighten” custom_button_one=”on” button_one_text_color=”#FFFFFF” button_one_bg_color=”#ff8100″ button_one_border_width=”1px” button_one_border_color=”#ff8100″ button_one_border_radius=”0px” button_one_letter_spacing=”1px” button_one_font=”Saira Extra Condensed|600||on|||||” button_one_icon=”$||divi||400″ button_one_icon_color=”#FFFFFF”
- [What Does RACI Stand For?](https://b2bfusiongroup.com/faq/what-does-raci-stand-for/) - [et_pb_section fb_built=”1″ theme_builder_area=”post_content” _builder_version=”4.19.5″ _module_preset=”default”][et_pb_row _builder_version=”4.19.5″ _module_preset=”default” theme_builder_area=”post_content”][et_pb_column _builder_version=”4.19.5″ _module_preset=”default” type=”4_4″ theme_builder_area=”post_content”][et_pb_post_title _builder_version=”4.19.5″ _module_preset=”default” theme_builder_area=”post_content” meta=”off” hover_enabled=”0″ sticky_enabled=”0″ title_font_size=”39px”][/et_pb_post_title][/et_pb_column][/et_pb_row][et_pb_row _builder_version=”4.19.5″ _module_preset=”default” column_structure=”1_2,1_2″ theme_builder_area=”post_content”][et_pb_column _builder_version=”4.19.5″ _module_preset=”default” type=”1_2″ theme_builder_area=”post_content”][et_pb_text _builder_version=”4.19.5″ _module_preset=”default” theme_builder_area=”post_content” hover_enabled=”0″ sticky_enabled=”0″ custom_margin=”|-274px||||” width=”144.2%” max_width=”100%”] If you’re ever introducing an Account-Based motion to your organization and it may be additive to your lead base motion,
- [Dive into ABM: Tune, Align, Succeed](https://b2bfusiongroup.com/dive-into-abm-tune-align-succeed/) - [et_pb_section fb_built=”1″ _builder_version=”4.19.5″ _module_preset=”default” global_colors_info=”{}”][et_pb_row _builder_version=”4.19.5″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.5″ _module_preset=”default” global_colors_info=”{}”][et_pb_code _builder_version=”4.19.5″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″ custom_margin=”-120px||||false|false”]
- [What Is Marketing Automation?](https://b2bfusiongroup.com/faq/what-is-marketing-automation/) - Marketing automation transforms digital strategies, empowering brands to craft personalized journeys, and enhance engagement with precision timing.
- [Sitemap for B2B Fusion Group](https://b2bfusiongroup.com/sitemap/) - [et_pb_section fb_built=”1″ theme_builder_area=”post_content” _builder_version=”4.19.5″ _module_preset=”default”][et_pb_row _builder_version=”4.19.5″ _module_preset=”default” theme_builder_area=”post_content”][et_pb_column _builder_version=”4.19.5″ _module_preset=”default” type=”4_4″ theme_builder_area=”post_content”][et_pb_post_title _builder_version=”4.19.5″ _module_preset=”default” theme_builder_area=”post_content” meta=”off” hover_enabled=”0″ sticky_enabled=”0″][/et_pb_post_title][/et_pb_column][/et_pb_row][et_pb_row _builder_version=”4.19.5″ _module_preset=”default” theme_builder_area=”post_content”][et_pb_column _builder_version=”4.19.5″ _module_preset=”default” type=”4_4″ theme_builder_area=”post_content”][et_pb_code _builder_version=”4.19.5″ _module_preset=”default” theme_builder_area=”post_content” hover_enabled=”0″ sticky_enabled=”0″] Posts #TOPO summary – ABM 2019 (April 23, 2019) 10 ABX Customer Marketing Strategy Ideas to Drive More 2025 Revenue (January 20, 2025) 10 Reasons
- [Pavillion CMO Summit NYC](https://b2bfusiongroup.com/pavillion-cmo-summit-nyc/) - [et_pb_section fb_built=”1″ _builder_version=”4.19.5″ _module_preset=”default” background_image=”https://b2bfusiongroup.com/wp-content/uploads/2024/04/CMO-Background.jpg” custom_margin=”0px||||false|false” custom_padding=”155px||162px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″][et_pb_row _builder_version=”4.19.5″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.5″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https://b2bfusiongroup.com/wp-content/uploads/2024/04/CMO-Summit-2024.webp” title_text=”CMO Summit 2024″ align=”center” _builder_version=”4.19.5″ _module_preset=”default” width=”44%” global_colors_info=”{}”][/et_pb_image][/et_pb_column][/et_pb_row][et_pb_row _builder_version=”4.19.5″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.5″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.19.5″ _module_preset=”default” text_font=”Poppins|300|||||||” text_text_color=”#FFFFFF” text_font_size=”19px” text_line_height=”1.8em” custom_margin=”-21px||||false|false” global_colors_info=”{}”] The essential CMO Summit for the world’s leading marketing executivesApril 18, 2024 | New
- [What Is A Lead In Marketing?](https://b2bfusiongroup.com/faq/what-is-a-lead-in-marketing/) - A marketing lead shows interest in a product or service and requires nurturing through personalized communication, content, and follow-ups before sales.
- [What Is Lead Nurturing?](https://b2bfusiongroup.com/faq/what-is-lead-nurturing/) - Lead nurturing is vital for customer acquisition, retention, and increased sales. It builds relationships, establishes trust, and boosts ROI.
- [What Does 6sense Do?](https://b2bfusiongroup.com/faq/what-does-6sense-do/) - 6sense sharpens revenue teams' focus by uncovering intent signals, prioritizing high-conversion opportunities, and maximizing ROI through targeted efforts.
- [Privacy Policy](https://b2bfusiongroup.com/privacy-policy/) - PRIVACY POLICY Your privacy is important. We respect your privacy regarding any information we may collect while operating our website. Accordingly, we have developed this privacy policy in order for you to understand how we make use of personal information. We have outlined our privacy policy below. What personal information do we collect from the
- [Privacy Policy](https://b2bfusiongroup.com/privacy-policy-3/) - PRIVACY POLICY Your privacy is important. We respect your privacy regarding any information we may collect while operating our website. Accordingly, we have developed this privacy policy in order for you to understand how we make use of personal information. We have outlined our privacy policy below. What personal information do we collect from the
- [Video](https://b2bfusiongroup.com/video/) - [et_pb_section fb_built=”1″ fullwidth=”on” admin_label=”Hero Section” _builder_version=”3.22″][et_pb_fullwidth_header title=”B2B FUSION GROUP” subhead=”VIDEOS” background_overlay_color=”rgba(0,0,0,0.8)” content_max_width=”550px” _builder_version=”4.9.1″ title_font=”Poppins|700||on|||||” title_text_color=”#be1e2d” title_font_size=”14px” title_letter_spacing=”2px” title_line_height=”1.4em” content_font=”Poppins||||||||” content_font_size=”16px” content_letter_spacing=”1px” content_line_height=”2em” subhead_font=”Playfair Display|700||on|||||” subhead_font_size=”48px” subhead_letter_spacing=”3px” subhead_line_height=”1.4em” background_color=”rgba(255, 255, 255, 0)” background_image=”https://b2bfusiongroup.com/wp-content/uploads/2021/03/consultant-04.jpg” parallax=”on” parallax_method=”on” custom_button_one=”on” button_one_border_width=”1px” button_one_border_color=”rgba(255,255,255,0.3)” button_one_border_radius=”0px” button_one_letter_spacing=”1px” button_one_font=”Saira Extra Condensed|600||on|||||” button_one_icon=”%%3%%” button_one_icon_color=”#edbb5f” custom_button_two=”on” button_two_border_width=”1px” button_two_border_color=”rgba(255,255,255,0.3)” button_two_border_radius=”0px” button_two_letter_spacing=”1px” button_two_font=”Saira Extra Condensed|600||on|||||” button_two_icon=”%%3%%” button_two_icon_color=”#edbb5f” module_alignment=”right”
- [Core Values](https://b2bfusiongroup.com/core-values/) - [et_pb_section fb_built=”1″ fullwidth=”on” admin_label=”Hero Section” _builder_version=”4.9.1″][et_pb_fullwidth_header title=”B2B FUSION GROUP” subhead=”CORE VALUES” background_overlay_color=”rgba(0,0,0,0.8)” content_max_width=”550px” _builder_version=”4.9.1″ title_font=”Poppins|700||on|||||” title_text_color=”#be1e2d” title_font_size=”14px” title_letter_spacing=”2px” title_line_height=”1.4em” content_font=”Poppins||||||||” content_font_size=”16px” content_letter_spacing=”1px” content_line_height=”2em” subhead_font=”Playfair Display|700||on|||||” subhead_font_size=”48px” subhead_letter_spacing=”3px” subhead_line_height=”1.4em” background_color=”rgba(255, 255, 255, 0)” background_image=”https://b2bfusiongroup.com/wp-content/uploads/2021/03/consultant-08-300×161.jpg” parallax=”on” parallax_method=”on” custom_button_one=”on” button_one_border_width=”1px” button_one_border_color=”rgba(255,255,255,0.3)” button_one_border_radius=”0px” button_one_letter_spacing=”1px” button_one_font=”Saira Extra Condensed|600||on|||||” button_one_icon=”%%3%%” button_one_icon_color=”#edbb5f” custom_button_two=”on” button_two_border_width=”1px” button_two_border_color=”rgba(255,255,255,0.3)” button_two_border_radius=”0px” button_two_letter_spacing=”1px” button_two_font=”Saira Extra Condensed|600||on|||||” button_two_icon=”%%3%%” button_two_icon_color=”#edbb5f”

## Legal Pages

- [Privacy Policy](https://b2bfusiongroup.com/blog/wpautoterms/privacy-policy/) - PRIVACY POLICY Your privacy is important. We respect your privacy regarding any information we may collect while operating our website. Accordingly, we have developed this privacy policy in order for you to understand how we make use of personal information. We have outlined our privacy policy below. What personal information do we collect from the

## FAQs

- [What makes B2B Fusion different from a traditional marketing agency?](https://b2bfusiongroup.com/blog/faq/what-makes-b2b-fusion-different-from-a-traditional-marketing-agency/) - B2B Fusion is a sales and marketing performance firm, not a traditional agency. The team does not create ads or produce creative content — it diagnoses and fixes the underlying systems, processes, and strategies that determine whether your GTM motion generates predictable revenue. Founder Jon Russo is a three-time global CMO who has scaled companies
- [How does an engagement with B2B Fusion typically begin?](https://b2bfusiongroup.com/blog/faq/how-does-an-engagement-with-b2b-fusion-typically-begin/) - Every engagement starts with a free consultation where B2B Fusion listens to your specific challenges, goals, and constraints. From there, the team conducts a focused assessment — of your tech stack, data, processes, and GTM motion — and delivers a prioritized recommendation. Engagements can range from a focused project (tech stack audit, ABM launch, measurement
- [What types of companies does B2B Fusion work with?](https://b2bfusiongroup.com/blog/faq/what-types-of-companies-does-b2b-fusion-work-with/) - B2B Fusion works with B2B technology and SaaS companies typically ranging from growth-stage startups to large enterprises. Past clients include McAfee, Thomson Reuters, Teladoc, Anthem, Alteryx, IEEE, and CodeScience. The common thread is a company that has a defined sales team, an existing technology investment, and a growth goal that requires better alignment between marketing
- [How do I retain my best salespeople?](https://b2bfusiongroup.com/blog/faq/how-do-i-retain-my-best-salespeople/) - Retention of top sales talent is primarily driven by: clear and achievable quotas tied to accurate territory and market analysis, modern tools that reduce administrative friction, transparent career progression, and a steady inbound pipeline so reps are not dependent solely on cold outreach. When GTM infrastructure is broken — bad data, unclear ICP, no marketing
- [What is a GTM partnership and should I have one?](https://b2bfusiongroup.com/blog/faq/what-is-a-gtm-partnership-and-should-i-have-one/) - A GTM partnership is a formal arrangement where two companies co-sell, co-market, or jointly deliver to a shared customer segment. Done well, partnerships extend your reach without proportional cost increases. Done poorly, they consume resources with minimal return. The decision depends on whether your partners sell to the same ICP, whether there is genuine product
- [How can B2B Fusion help improve customer retention?](https://b2bfusiongroup.com/blog/faq/how-can-b2b-fusion-help-improve-customer-retention/) - B2B Fusion approaches retention by first researching the underlying reasons why customers churn — which is often different from what the sales team assumes. We then help build a personalized retention plan that combines customer health scoring (using your existing tech stack), proactive outreach triggers, and alignment between customer success and marketing on expansion plays.
- [Can AI handle my entire outbound sales process?](https://b2bfusiongroup.com/blog/faq/can-ai-handle-my-entire-outbound-sales-process/) - AI can automate the research, list-building, initial outreach drafting, and follow-up sequencing — but fully autonomous outbound at the enterprise level still carries risk. Prospects can detect generic AI-generated outreach, and trust and relationship-building at the account level require human involvement. The most effective model is AI-augmented outbound: AI handles the research and first draft,
- [How do I optimize my sales data pipeline?](https://b2bfusiongroup.com/blog/faq/how-do-i-optimize-my-sales-data-pipeline/) - Start by auditing data quality at each stage: are records complete? Are duplicates managed? Are fields consistently used by the sales team? Next, identify where data goes stale — contacts that have changed jobs, accounts with outdated employee counts, opportunities sitting in the wrong stage. Then automate enrichment and alerts so the CRM stays current
- [How do I connect my sales tools with AI automation?](https://b2bfusiongroup.com/blog/faq/how-do-i-connect-my-sales-tools-with-ai-automation/) - The connection layer is typically built through a combination of native integrations (most major tools integrate with Salesforce natively), middleware platforms like Zapier or Make for simpler workflows, and custom API connections for more complex data flows. Clay has become a popular orchestration layer specifically for GTM data workflows. B2B Fusion evaluates which connection approach
- [Can AI create sales sequences automatically?](https://b2bfusiongroup.com/blog/faq/can-ai-create-sales-sequences-automatically/) - Yes — tools like Clay combined with AI writing assistants can generate personalized, multi-touch sequences at scale using account research, job change signals, intent data, and custom variables. The quality of AI-generated sequences has improved substantially, but the highest-performing sequences still involve human review and a clear point of view about why the prospect should
- [How can I automate my CRM workflows?](https://b2bfusiongroup.com/blog/faq/how-can-i-automate-my-crm-workflows/) - Common high-value CRM automations include: automatic lead routing based on territory or account tier, triggered task creation when a lead reaches a certain score or stage, automatic activity logging from email and sequencing tools, account enrichment from ZoomInfo or Clay on record creation, and alert notifications to sales when a target account shows high intent.
- [How do I scale my lead generation efforts?](https://b2bfusiongroup.com/blog/faq/how-do-i-scale-my-lead-generation-efforts/) - Scaling lead generation sustainably requires: (1) a clear ICP so you are not generating volume at the expense of quality, (2) alignment between marketing and sales on what constitutes a qualified lead or account, (3) automation to handle top-of-funnel volume without proportional headcount increases, and (4) a feedback loop from sales back to marketing on
- [What percentage of my budget should go to GTM?](https://b2bfusiongroup.com/blog/faq/what-percentage-of-my-budget-should-go-to-gtm/) - There is no universal answer — it depends on your stage, growth targets, and competitive environment. Early-stage SaaS companies often allocate 40-60% of revenue to sales and marketing combined. More established companies with strong product-market fit typically see this moderate to 20-35%. The more important question is not the percentage but the efficiency: what is
- [How long does it take to see ROI from a GTM investment?](https://b2bfusiongroup.com/blog/faq/how-long-does-it-take-to-see-roi-from-a-gtm-investment/) - Quick wins — better reporting, improved data quality, fixed integrations — are typically visible within 60-90 days. Pipeline impact from improved targeting and ABM programs begins appearing in 3-6 months as early-stage opportunities are created. Closed revenue impact is usually visible 6-12 months out, depending on your average sales cycle. B2B Fusion sets milestone expectations
- [How do I know if my GTM strategy is working?](https://b2bfusiongroup.com/blog/faq/how-do-i-know-if-my-gtm-strategy-is-working/) - Your GTM strategy is working when: pipeline coverage is consistently above your minimum ratio (typically 3-4x quota), win rates are stable or improving, average sales cycles are shortening, and marketing can show a direct contribution to closed revenue. Leading indicators include rising account engagement scores, increasing MQL-to-opportunity conversion, and shrinking time-to-first-meeting. B2B Fusion builds the
- [What metrics should I track for my GTM?](https://b2bfusiongroup.com/blog/faq/what-metrics-should-i-track-for-my-gtm/) - The most important metrics depend on your stage, but the core GTM metrics are: pipeline created by source, marketing-sourced vs. marketing-influenced pipeline, MQL to SQL conversion rate, SQL to Opportunity conversion rate, average sales cycle length, win rate, and average contract value. For ABM programs specifically, track account engagement score trends, account progression through funnel
- [How do I build my first go-to-market plan?](https://b2bfusiongroup.com/blog/faq/how-do-i-build-my-first-go-to-market-plan/) - A sound GTM plan has five components: (1) Ideal Customer Profile — who exactly are you targeting and why? (2) Value Proposition — what specific outcome do you deliver for that profile? (3) Channel Strategy — where does your ICP spend time and how will you reach them? (4) Sales Motion — how do deals
- [What does a revenue operations specialist do?](https://b2bfusiongroup.com/blog/faq/what-does-a-revenue-operations-specialist-do/) - A revenue operations (RevOps) specialist owns the systems, data, and processes that connect marketing, sales, and customer success. Day-to-day this means managing CRM configuration, building and maintaining dashboards, owning the lead lifecycle definition, managing tool integrations, and ensuring data quality across the stack. RevOps is the operational backbone that makes account-based strategies executable at scale.
- [Should I hire a GTM director or engage a consultant?](https://b2bfusiongroup.com/blog/faq/should-i-hire-a-gtm-director-or-engage-a-consultant/) - A consultant is often the right first move when you need strategic direction quickly, want to avoid a long hiring process, or need expertise for a specific initiative (ABM launch, tech stack overhaul, pipeline measurement) rather than ongoing management. B2B Fusion operates as a virtual extension of your team — bringing senior CMO-level experience and
- [Should I hire a GTM person or use automation?](https://b2bfusiongroup.com/blog/faq/should-i-hire-a-gtm-person-or-use-automation/) - Start with automation for process work and hire for judgment work. If the task is repeatable and rules-based — data enrichment, sequencing, reporting — automate it first. If the task requires relationship-building, strategic thinking, or navigating complex buyer dynamics — hire for it. B2B Fusion helps clients map out this decision explicitly so they are
- [What does a GTM engineer do?](https://b2bfusiongroup.com/blog/faq/what-does-a-gtm-engineer-do/) - A GTM engineer sits at the intersection of sales operations, marketing operations, and software development. They build and maintain the automation, integrations, and data pipelines that make your sales and marketing stack function as one system — for example, automating lead routing from a marketing form into Salesforce, enriching records via ZoomInfo, and triggering a
- [What skills should my first GTM hire have?](https://b2bfusiongroup.com/blog/faq/what-skills-should-my-first-gtm-hire-have/) - For a first GTM hire, prioritize: process-building ability (can they design a workflow from scratch?), data fluency (can they build and read pipeline reports?), cross-functional communication (can they work with both technical and non-technical stakeholders?), and CRM proficiency (are they genuinely hands-on in Salesforce or HubSpot?). Revenue-generating track record matters, but cultural fit and adaptability
- [How do I hire a good GTM person for my startup?](https://b2bfusiongroup.com/blog/faq/how-do-i-hire-a-good-gtm-person-for-my-startup/) - The most important factor is matching the hire to your current stage. Early-stage companies need a builder — someone who can create process from scratch and operate in ambiguity. Mid-stage companies need a scaler — someone who can run a team and optimize an existing playbook. Hiring a scaler too early (or a builder too
- [Can AI predict which prospects will convert?](https://b2bfusiongroup.com/blog/faq/can-ai-predict-which-prospects-will-convert/) - Yes — predictive scoring is one of AI's most mature use cases in B2B sales. Platforms like 6sense use machine learning to predict which accounts are in an active buying cycle and their likely purchase timeline, based on behavioral signals, firmographics, and historical conversion data. When properly configured and integrated with your CRM, this can
- [What is the best AI tool for sales automation?](https://b2bfusiongroup.com/blog/faq/what-is-the-best-ai-tool-for-sales-automation/) - There is no single best tool — the right choice depends on your existing stack, team size, and primary bottleneck. Clay is highly effective for prospect research and enrichment workflows. 6sense and Demandbase lead on intent intelligence. Salesloft and Outreach are strong for sequencing. B2B Fusion's value is in helping you avoid expensive, time-consuming tool
- [What is the 10-20-70 rule for AI in GTM?](https://b2bfusiongroup.com/blog/faq/what-is-the-10-20-70-rule-for-ai-in-gtm/) - The 10-20-70 rule is a framework for thinking about AI adoption in go-to-market: roughly 10% of the impact comes from the AI model itself, 20% from the data and integrations feeding it, and 70% from the processes and workflows built around it. This means buying a new AI tool without fixing your data quality and
- [What GTM tasks can AI agents handle today?](https://b2bfusiongroup.com/blog/faq/what-gtm-tasks-can-ai-agents-handle-today/) - AI can currently handle: prospect identification and list building, contact and company data enrichment, intent signal monitoring and alerting, personalized outreach drafting at scale, meeting scheduling and follow-up reminders, CRM data entry and activity logging, lead scoring and prioritization, and basic customer health monitoring. More complex tasks — strategic account planning, relationship management, complex negotiation
- [Will AI replace my sales team?](https://b2bfusiongroup.com/blog/faq/will-ai-replace-my-sales-team/) - No — but AI will change what your sales team does and raise the bar on what “good” looks like. Repetitive, low-value tasks like manual list building, generic email sequences, and basic research will increasingly be automated. What cannot be automated is relationship-building, complex deal navigation, and consultative selling. The companies that win will be
- [How can I automate my GTM without hiring more people?](https://b2bfusiongroup.com/blog/faq/how-can-i-automate-my-gtm-without-hiring-more-people/) - The most effective path is to audit your current process for repetitive, rules-based tasks — prospect list building, CRM data enrichment, follow-up sequencing, lead routing — and automate those first. Tools like Clay, 6sense, and your existing MAP can handle much of this when configured correctly. B2B Fusion's model is specifically designed to help resource-constrained
- [What is a GTM AI agent and do I need one?](https://b2bfusiongroup.com/blog/faq/what-is-a-gtm-ai-agent-and-do-i-need-one/) - A GTM AI agent is a software system that automates a specific go-to-market task — such as prospect research, outreach personalization, meeting scheduling, or lead scoring — using AI. Whether you need one depends on where your team is losing the most time and revenue. B2B Fusion helps clients identify the highest-leverage AI use cases
- [What is a RACI framework and why does ABM need one?](https://b2bfusiongroup.com/blog/faq/what-is-a-raci-framework-and-why-does-abm-need-one/) - A RACI (Responsible, Accountable, Consulted, Informed) framework defines who owns each decision and task in your ABM program. ABM fails most often not because of bad technology, but because of unclear ownership between marketing, sales, sales development, and customer success. B2B Fusion builds custom RACI matrices for ABM campaigns as part of every engagement to
- [How can marketing reduce wasted or corrupted time for sales?](https://b2bfusiongroup.com/blog/faq/how-can-marketing-reduce-wasted-or-corrupted-time-for-sales/) - Sales time is wasted in two ways: working unqualified accounts and doing manual data entry that should be automated. B2B Fusion's engagements address both. By implementing intent-driven account scoring, sales reps work only accounts showing buying signals. By cleaning up Salesforce workflows and data integrations, the number of manual steps per opportunity is reduced. One
- [How does marketing alignment impact board-level reporting?](https://b2bfusiongroup.com/blog/faq/how-does-marketing-alignment-impact-board-level-reporting/) - Without alignment between marketing and sales around shared account definitions and a unified funnel view, marketing reporting is anecdotal and unconvincing to a board or CFO. When the Unified Funnel is in place, marketing can report on its direct contribution to pipeline and revenue using the same numbers that sales and finance use. Clients describe
- [What tools does B2B Fusion typically work with?](https://b2bfusiongroup.com/blog/faq/what-tools-does-b2b-fusion-typically-work-with/) - B2B Fusion has deep hands-on experience with Salesforce (Sales Cloud, SFDC reporting, dashboards), Marketo, Eloqua, HubSpot, 6sense, Demandbase, ZoomInfo, Salesloft, Outreach, Clay, and a range of intent data and enrichment platforms. Founder Jon Russo holds Eloqua Master certification, Marketo Certified User status, and Salesforce Sales Admin certification.
- [How does B2B Fusion approach a MarTech assessment?](https://b2bfusiongroup.com/blog/faq/how-does-b2b-fusion-approach-a-martech-assessment/) - B2B Fusion conducts a non-biased technology assessment — meaning we are not paid by any vendor and have no incentive to recommend a particular platform. We evaluate your current stack against your revenue goals, identify what is working and what is not, and present a prioritized roadmap. The output is a clear, actionable plan to
- [How do I fix a tech stack where data is not flowing correctly?](https://b2bfusiongroup.com/blog/faq/how-do-i-fix-a-tech-stack-where-data-is-not-flowing-correctly/) - Data flow problems typically fall into three categories: missing or broken integrations between platforms, inconsistent field mapping between your MAP and CRM, and undefined lead/account lifecycle stages. B2B Fusion has helped companies like CodeScience get data flowing cleanly from Marketo through Salesforce and into Demandbase/Engagio, transforming what was an invisible black box into full pipeline
- [Can I use my existing MarTech stack for ABM, or do I need to start over?](https://b2bfusiongroup.com/blog/faq/can-i-use-my-existing-martech-stack-for-abm-or-do-i-need-to-start-over/) - You almost certainly do not need to start over. B2B Fusion's philosophy is to release the value of your existing investment first. Most clients already have Salesforce, Marketo or Eloqua, and ZoomInfo — the problem is rarely the tools, it is the configuration, data quality, and process gaps between them. B2B Fusion conducts a tech
- [What is the role of intent data in an ABM strategy?](https://b2bfusiongroup.com/blog/faq/what-is-the-role-of-intent-data-in-an-abm-strategy/) - Intent data tells you which accounts are in-market right now based on their content consumption, search behavior, and third-party activity signals. When combined with your CRM and marketing automation data, intent helps you rank your target account list by likelihood to buy, personalize outreach timing and message, and prevent sales from reaching out to accounts
- [How do ABM tools like 6sense or Demandbase help sales?](https://b2bfusiongroup.com/blog/faq/how-do-abm-tools-like-6sense-or-demandbase-help-sales/) - Intent intelligence platforms like 6sense and Demandbase identify accounts that are actively researching your solution — even before they fill out a form. They surface buying signals, buying-stage predictions, and contact-level insights directly inside Salesforce, so sales reps can prioritize outreach to accounts most likely to convert. The result is fewer wasted calls, faster cycles,
- [What results can clients typically expect from a B2B Fusion engagement?](https://b2bfusiongroup.com/blog/faq/what-results-can-clients-typically-expect-from-a-b2b-fusion-engagement/) - Client results vary by scope, but representative outcomes include: a 350% increase in MQLs versus prior tactics (PGi), marketing's contribution to pipeline quantified at 44% (CodeScience), a 70% MQA acceptance rate via an ABM/ABX framework (AffiniPay), and 12% of new MQLs converting to Salesforce opportunities. Sales teams become more productive by working only qualified accounts
- [Why is a Unified Funnel important for B2B growth?](https://b2bfusiongroup.com/blog/faq/why-is-a-unified-funnel-important-for-b2b-growth/) - Most B2B companies suffer from a "broken funnel" where marketing hands off leads to sales with no shared definition of a qualified account, no shared data, and no shared reporting. The Unified Funnel aligns marketing and sales around a single source of truth — one pipeline view in Salesforce, one set of account definitions, and
- [What is the difference between ABM and ABX?](https://b2bfusiongroup.com/blog/faq/what-is-the-difference-between-abm-and-abx/) - ABM (Account-Based Marketing) is a B2B strategy that focuses your marketing and sales resources on a defined set of high-value target accounts. ABX (Account-Based Experience) evolves ABM by adding a buyer-experience lens — it orchestrates every touchpoint across marketing, sales, and customer success to create a consistent, personalized journey for each account. Where ABM is

## Categories

- [Uncategorized](https://b2bfusiongroup.com/blog/category/uncategorized/)
- [1. Marketing](https://b2bfusiongroup.com/blog/category/marketing/)
- [2. Sales](https://b2bfusiongroup.com/blog/category/sales/)
- [3. Technology](https://b2bfusiongroup.com/blog/category/technology/)
- [4. People & Organization](https://b2bfusiongroup.com/blog/category/people-organization/)
- [5. Finance](https://b2bfusiongroup.com/blog/category/finance/)

## Tags

- [business](https://b2bfusiongroup.com/blog/tag/business/)
- [marketing](https://b2bfusiongroup.com/blog/tag/marketing/)
- [SEO](https://b2bfusiongroup.com/blog/tag/seo/)
- [SMM](https://b2bfusiongroup.com/blog/tag/smm/)
- [solution](https://b2bfusiongroup.com/blog/tag/solution/)
- [startup](https://b2bfusiongroup.com/blog/tag/startup/)
- [strategy](https://b2bfusiongroup.com/blog/tag/strategy/)
- [tips](https://b2bfusiongroup.com/blog/tag/tips/)
- [Career Tools](https://b2bfusiongroup.com/blog/tag/career-tools/)
- [Digital Marketing / Social Media](https://b2bfusiongroup.com/blog/tag/digital-marketing-social-media/)
- [social media marketing](https://b2bfusiongroup.com/blog/tag/social-media-marketing/)
- [B2B blogging](https://b2bfusiongroup.com/blog/tag/b2b-blogging/)
- [B2B blogging B2B budgets B2B buyer behavior B2B marketing Best practices Blogging Demand management Future of B2B Marketing Lead generation Lead management Lead managment automation vendors Marketing](https://b2bfusiongroup.com/blog/tag/b2b-blogging-b2b-budgets-b2b-buyer-behavior-b2b-marketing-best-practices-blogging-demand-management-future-of-b2b-marketing-lead-generation-lead-management-lead-managment-automation-vendors-marketing/)
- [B2B budgets](https://b2bfusiongroup.com/blog/tag/b2b-budgets/)
- [Best practices](https://b2bfusiongroup.com/blog/tag/best-practices/)
- [Blogging Demand management](https://b2bfusiongroup.com/blog/tag/blogging-demand-management/)
- [laura ramos](https://b2bfusiongroup.com/blog/tag/laura-ramos/)
- [B2B buyer behavior](https://b2bfusiongroup.com/blog/tag/b2b-buyer-behavior/)
- [B2B marketing](https://b2bfusiongroup.com/blog/tag/b2b-marketing/)
- [twitter b2b](https://b2bfusiongroup.com/blog/tag/twitter-b2b/)
- [future social media](https://b2bfusiongroup.com/blog/tag/future-social-media/)
- [sales 2.0](https://b2bfusiongroup.com/blog/tag/sales-2-0/)
- [Future of B2B Marketing](https://b2bfusiongroup.com/blog/tag/future-of-b2b-marketing/)
- [Lead generation Lead management](https://b2bfusiongroup.com/blog/tag/lead-generation-lead-management/)
- [Lead managment automation vendors](https://b2bfusiongroup.com/blog/tag/lead-managment-automation-vendors/)
- [scott monty](https://b2bfusiongroup.com/blog/tag/scott-monty/)
- [twitter](https://b2bfusiongroup.com/blog/tag/twitter/)
- [B2B blogging B2B budgets B2B buyer behavior B2B marketing Best practices Blogging business ethics Demand management digital body language Email marketing Future of B2B Marketing Lead generation Lead m](https://b2bfusiongroup.com/blog/tag/b2b-blogging-b2b-budgets-b2b-buyer-behavior-b2b-marketing-best-practices-blogging-business-ethics-demand-management-digital-body-language-email-marketing-future-of-b2b-marketing-lead-generation-lead-m/)
- [alinean](https://b2bfusiongroup.com/blog/tag/alinean/)
- [omniture](https://b2bfusiongroup.com/blog/tag/omniture/)
- [siriusdecisions](https://b2bfusiongroup.com/blog/tag/siriusdecisions/)
- [economy](https://b2bfusiongroup.com/blog/tag/economy/)
- [funnel](https://b2bfusiongroup.com/blog/tag/funnel/)
- [marketing operations](https://b2bfusiongroup.com/blog/tag/marketing-operations/)
- [Motum](https://b2bfusiongroup.com/blog/tag/motum/)
- [prospect](https://b2bfusiongroup.com/blog/tag/prospect/)
- [revenue](https://b2bfusiongroup.com/blog/tag/revenue/)
- [sales operations](https://b2bfusiongroup.com/blog/tag/sales-operations/)
- [salesforce.com](https://b2bfusiongroup.com/blog/tag/salesforce-com/)
- [suspect](https://b2bfusiongroup.com/blog/tag/suspect/)
- [eloqua](https://b2bfusiongroup.com/blog/tag/eloqua/)
- [marketo](https://b2bfusiongroup.com/blog/tag/marketo/)
- [b2b](https://b2bfusiongroup.com/blog/tag/b2b/)
- [bulldog](https://b2bfusiongroup.com/blog/tag/bulldog/)
- [buying cycle](https://b2bfusiongroup.com/blog/tag/buying-cycle/)
- [pedowitz group](https://b2bfusiongroup.com/blog/tag/pedowitz-group/)
- [revenue acceleration](https://b2bfusiongroup.com/blog/tag/revenue-acceleration/)
- [revenue effectiveness](https://b2bfusiongroup.com/blog/tag/revenue-effectiveness/)
- [board level reports](https://b2bfusiongroup.com/blog/tag/board-level-reports/)
- [campaign effectiveness](https://b2bfusiongroup.com/blog/tag/campaign-effectiveness/)
- [cmo](https://b2bfusiongroup.com/blog/tag/cmo/)
- [dashboards](https://b2bfusiongroup.com/blog/tag/dashboards-2/)
- [demand creation](https://b2bfusiongroup.com/blog/tag/demand-creation/)
- [executive marketing reporting](https://b2bfusiongroup.com/blog/tag/executive-marketing-reporting/)
- [measuring marketing effectiveness](https://b2bfusiongroup.com/blog/tag/measuring-marketing-effectiveness/)
- [cusomter retention](https://b2bfusiongroup.com/blog/tag/cusomter-retention/)
- [customer retention](https://b2bfusiongroup.com/blog/tag/customer-retention/)
- [linkedin groups](https://b2bfusiongroup.com/blog/tag/linkedin-groups/)
- [marketing retention](https://b2bfusiongroup.com/blog/tag/marketing-retention/)
- [marketingo](https://b2bfusiongroup.com/blog/tag/marketingo/)
- [net promoter score](https://b2bfusiongroup.com/blog/tag/net-promoter-score/)
- [NPS](https://b2bfusiongroup.com/blog/tag/nps/)
- [primary intelligence](https://b2bfusiongroup.com/blog/tag/primary-intelligence/)
- [recurring revenue](https://b2bfusiongroup.com/blog/tag/recurring-revenue/)
- [saas](https://b2bfusiongroup.com/blog/tag/saas/)
- [sales compensation for retention](https://b2bfusiongroup.com/blog/tag/sales-compensation-for-retention/)
- [benchmark](https://b2bfusiongroup.com/blog/tag/benchmark/)
- [inquiries](https://b2bfusiongroup.com/blog/tag/inquiries/)
- [Lead generation](https://b2bfusiongroup.com/blog/tag/lead-generation/)
- [leads](https://b2bfusiongroup.com/blog/tag/leads/)
- [sales and marketing alignment](https://b2bfusiongroup.com/blog/tag/sales-and-marketing-alignment/)
- [case study](https://b2bfusiongroup.com/blog/tag/case-study/)
- [marketing waterfall](https://b2bfusiongroup.com/blog/tag/marketing-waterfall/)
- [MQL](https://b2bfusiongroup.com/blog/tag/mql/)
- [SAL](https://b2bfusiongroup.com/blog/tag/sal/)
- [sales enablement](https://b2bfusiongroup.com/blog/tag/sales-enablement/)
- [b2b buying cycle](https://b2bfusiongroup.com/blog/tag/b2b-buying-cycle/)
- [cmos](https://b2bfusiongroup.com/blog/tag/cmos/)
- [dashboard](https://b2bfusiongroup.com/blog/tag/dashboard/)
- [executive](https://b2bfusiongroup.com/blog/tag/executive/)
- [sales](https://b2bfusiongroup.com/blog/tag/sales/)
- [aprimo](https://b2bfusiongroup.com/blog/tag/aprimo/)
- [cmo/ceo](https://b2bfusiongroup.com/blog/tag/cmoceo/)
- [cmo/sales](https://b2bfusiongroup.com/blog/tag/cmosales/)
- [Demand management](https://b2bfusiongroup.com/blog/tag/demand-management/)
- [lead gen](https://b2bfusiongroup.com/blog/tag/lead-gen/)
- [lead generation process](https://b2bfusiongroup.com/blog/tag/lead-generation-process/)
- [alignment marketing and sales](https://b2bfusiongroup.com/blog/tag/alignment-marketing-and-sales/)
- [b2b revenue](https://b2bfusiongroup.com/blog/tag/b2b-revenue/)
- [b2b sales](https://b2bfusiongroup.com/blog/tag/b2b-sales/)
- [ceo](https://b2bfusiongroup.com/blog/tag/ceo/)
- [maarketo](https://b2bfusiongroup.com/blog/tag/maarketo/)
- [marketing automation](https://b2bfusiongroup.com/blog/tag/marketing-automation/)
- [soical media](https://b2bfusiongroup.com/blog/tag/soical-media/)
- [cold calling](https://b2bfusiongroup.com/blog/tag/cold-calling/)
- [demandcon](https://b2bfusiongroup.com/blog/tag/demandcon/)
- [inside sales](https://b2bfusiongroup.com/blog/tag/inside-sales/)
- [teleprospecting](https://b2bfusiongroup.com/blog/tag/teleprospecting/)
- [birst](https://b2bfusiongroup.com/blog/tag/birst/)
- [cloudforce](https://b2bfusiongroup.com/blog/tag/cloudforce/)
- [crm](https://b2bfusiongroup.com/blog/tag/crm/)
- [mobility](https://b2bfusiongroup.com/blog/tag/mobility/)
- [social](https://b2bfusiongroup.com/blog/tag/social/)
- [telesales](https://b2bfusiongroup.com/blog/tag/telesales/)
- [Android](https://b2bfusiongroup.com/blog/tag/android/)
- [enterprise mobility](https://b2bfusiongroup.com/blog/tag/enterprise-mobility/)
- [gartner](https://b2bfusiongroup.com/blog/tag/gartner/)
- [iPad](https://b2bfusiongroup.com/blog/tag/ipad/)
- [iPhone](https://b2bfusiongroup.com/blog/tag/iphone/)
- [mobilitypr](https://b2bfusiongroup.com/blog/tag/mobilitypr/)
- [change management](https://b2bfusiongroup.com/blog/tag/change-management/)
- [lead flow processes](https://b2bfusiongroup.com/blog/tag/lead-flow-processes/)
- [revenue growth](https://b2bfusiongroup.com/blog/tag/revenue-growth/)
- [b2b freemium](https://b2bfusiongroup.com/blog/tag/b2b-freemium/)
- [Freemium](https://b2bfusiongroup.com/blog/tag/freemium/)
- [marketing freemium](https://b2bfusiongroup.com/blog/tag/marketing-freemium/)
- [email](https://b2bfusiongroup.com/blog/tag/email/)
- [automation](https://b2bfusiongroup.com/blog/tag/automation/)
- [content](https://b2bfusiongroup.com/blog/tag/content-2/)
- [facebook](https://b2bfusiongroup.com/blog/tag/facebook/)
- [linkedin](https://b2bfusiongroup.com/blog/tag/linkedin/)
- [segmentation](https://b2bfusiongroup.com/blog/tag/segmentation/)
- [reporting](https://b2bfusiongroup.com/blog/tag/reporting/)
- [SFDC](https://b2bfusiongroup.com/blog/tag/sfdc/)
- [#AccountBased](https://b2bfusiongroup.com/blog/tag/accountbased/)
- [#measurement](https://b2bfusiongroup.com/blog/tag/measurement/)
- [#ABM](https://b2bfusiongroup.com/blog/tag/abm/)
- [#martech](https://b2bfusiongroup.com/blog/tag/martech/)
- [#retention](https://b2bfusiongroup.com/blog/tag/retention/)
- [blog](https://b2bfusiongroup.com/blog/tag/blog/)
- [Accelerating Revenue](https://b2bfusiongroup.com/blog/tag/accelerating-revenue/)
- [AI](https://b2bfusiongroup.com/blog/tag/ai/)
- [Budget](https://b2bfusiongroup.com/blog/tag/budget/)
- [Client](https://b2bfusiongroup.com/blog/tag/client/)
- [CS CX](https://b2bfusiongroup.com/blog/tag/cs-cx/)
- [Data](https://b2bfusiongroup.com/blog/tag/data/)
- [Demand Generation (new!)](https://b2bfusiongroup.com/blog/tag/demand-generation-new/)
- [Design](https://b2bfusiongroup.com/blog/tag/design/)
- [Development](https://b2bfusiongroup.com/blog/tag/development/)
- [Marketing ROI](https://b2bfusiongroup.com/blog/tag/marketing-roi/)
- [MOPs](https://b2bfusiongroup.com/blog/tag/mops/)
- [Networking](https://b2bfusiongroup.com/blog/tag/networking/)
- [Organizational Strategy](https://b2bfusiongroup.com/blog/tag/organizational-strategy/)
- [Partners](https://b2bfusiongroup.com/blog/tag/partners/)
- [RevOps](https://b2bfusiongroup.com/blog/tag/revops/)
- [Team](https://b2bfusiongroup.com/blog/tag/team/)
- [Technology](https://b2bfusiongroup.com/blog/tag/technology/)
- [Testimonial](https://b2bfusiongroup.com/blog/tag/testimonial/)
- [Uncategorized](https://b2bfusiongroup.com/blog/tag/uncategorized/)

## FAQ Categories

- [ABM & ABX Fundamentals](https://b2bfusiongroup.com/blog/faq-category/abm-abx-fundamentals/)
- [Tech Stack & MarTech](https://b2bfusiongroup.com/blog/faq-category/tech-stack-martech/)
- [Sales & Marketing Alignment](https://b2bfusiongroup.com/blog/faq-category/sales-marketing-alignment/)
- [Go-To-Market (GTM) Strategy & AI](https://b2bfusiongroup.com/blog/faq-category/go-to-market-gtm-strategy-ai/)
- [Lead Generation & Metrics](https://b2bfusiongroup.com/blog/faq-category/lead-generation-metrics/)
- [CRM & Workflow Automation](https://b2bfusiongroup.com/blog/faq-category/crm-workflow-automation/)
- [Customer Retention & Partnerships](https://b2bfusiongroup.com/blog/faq-category/customer-retention-partnerships/)
- [Working With B2B Fusion](https://b2bfusiongroup.com/blog/faq-category/working-with-b2b-fusion/)