Author: MV Editor

ABM Observations and Learnings from 2022’s B2B Marketing Exchange After attending the B2B Marketing Exchange (B2BMX) in Scottsdale — the first in-person event I’ve been to in two years — I gained valuable insights into the evolution of account-based marketing (ABM). The event offered a great opportunity to reflect on how much ABM has evolved in the past couple of years. Whether it’s 1:1, 1:Few, or 1:Many strategies, ABM is clearly here to stay and is proving to be an effective method for driving real revenue growth by focusing marketing and sales efforts on targeted accounts. At B2BMX, I had…

3 Key Elements Every ABM Strategy Must Get Right Many Account-Based Marketing (ABM) programs are still missing the mark because marketers often misunderstand or overlook their core goals. While it’s normal for ABM strategies to differ depending on the size, structure, and focus of an organization, there are fundamental principles that must be in place for ABM to succeed. Without these, even the most sophisticated ABM efforts are likely to fall short. Our experience shows that getting these three ABM fundamentals right can significantly set you on the path to success from the start. 1. ABM’s Primary Goal: Drive More…

Key Challenges in Regional Content Marketing Strategy Content development plays a vital role in any tech vendor’s marketing approach, but many marketers still struggle to create material that truly resonates with their audience. This challenge is even more pronounced for regional marketers who often lack the resources to build content that speaks to the specific needs of their local markets. Marcelo Loustau, Head of Demand for APAC at B2B tech agency MOI Global, brings nearly a decade of experience in technology sales and marketing. He shares his insights on building effective content strategies that drive results in the region. What…

The landscape of B2B demand generation strategy is rapidly changing. Until recently, demand gen teams were laser-focused on lead volume—identifying, converting, and qualifying prospects. But the focus is shifting. Now, it’s about understanding buying groups, delivering personalized experiences, and adapting to evolving buyer needs. To stay ahead and build high-performing demand gen programs, you need to keep up with the latest trends, assess potential gaps in your strategy, and ensure you’re equipped for the future. To help professionals stay on top of these developments, BrightTALK is hosting a virtual summit titled Driving Demand: Build Authentic Connections with Buyers on May…

Marketing with and through Partners: Insights for Success In discussions with partner marketing teams, we’ve seen a variety of approaches to both marketing with and through partners. To better understand how organizations use these strategies to drive success, Michael Latchford, VP of Strategic Alliances and Partner Marketing Services, spoke with executives from Red Hat, Cisco, and Intel: Helen Kim (Red Hat), Mark Murphy (Cisco), and Julie Malloy (Intel). Here are some key takeaways from their conversation. Differentiating “Marketing With” and “Marketing Through” Partners There are different strategies that companies use within their partner ecosystem to achieve business goals, but two…

ABM in EMEA: 5 Keys to Successful Account-Based Marketing Execution Executing Account-Based Marketing (ABM) effectively in the EMEA region can be challenging. In fact, research shows that two-thirds of ABM programs fail to meet their goals. One major hurdle is that ABM is often misunderstood in this region. It’s more than just a marketing initiative aimed at a few select accounts with targeted messaging. Furthermore, ABM programs can vary greatly from one company to another, making it hard to benchmark or replicate success. At its core, ABM is evolving from a marketing tactic into a strategic business approach, especially in…

Rising Trends in Enterprise Technology Spending and Their Impact on Partner Ecosystems Enterprise technology spending is on the rise as organizations focus on accelerating digital transformation. A recent survey by Enterprise Strategy Group (ESG) of 700 IT decision-makers and 500 channel partners sheds light on where IT budgets are being allocated and how partners are evolving to meet new demands. To discuss these findings, ESG’s Kevin Rhone spoke with channel leaders from Red Canary, Palo Alto Networks, and Trend Micro. Here are the key takeaways from their conversation. 1. Security Takes Center Stage in IT Spending As businesses ramp up…

Real Purchase Intent: The Need for Transparency in Intent Data and RevTech When making a big purchase in everyday life, like buying a car, you get to “look under the hood” and assess the details. But in the world of marketing technology (MarTech), particularly in the B2B intent data space, that transparency is often missing. This lack of visibility is a real problem for buyers. I was jolted recently by a post from a vendor’s sales team on LinkedIn that said, “You don’t have to guess with us anymore!” This struck me because it’s rare to see a company openly…

EMEA Marketer’s Content Toolbox: Building a Strong Customer Experience Through Content (Part 1) Content is the cornerstone of customer experience (CX). As digital engagement continues to grow, understanding how to build a content strategy that adapts to this shift is crucial for establishing a solid CX foundation. This blog, brought to you by Marketing Vogue and MOI Global, outlines key steps to create a customer experience framework centered around content. Content and Customer Experience: The Connection Customer experience (CX) refers to the sum of all interactions a customer has with your brand across their entire buying journey—from marketing to sales,…