Author: MV Editor

With over 10,000 RevTech solutions available, it’s harder than ever to discern who actually delivers value and whether their promises will truly help your business. At Marketing Vogue, we recognize that while there’s little mystery in what we do, there’s real power in how it drives results for our clients. To help you cut through the confusion and focus on what truly matters, we’ve put together a series of insights that dissect recent claims and present a clearer, more practical approach to evaluating the tools you need. The Claim: “The Best AI in the Business” According to McKinsey’s research, AI…

How to Align Content with the EMEA B2B Tech Buyer Journey and Digital Preferences The truth is, B2B tech buyers conduct significant research before making a purchase, and different types of content resonate at various stages of their journey. While the buyer journey isn’t always linear, understanding what IT professionals need at each stage—and their digital research preferences—is key to building an effective content strategy. In this article, we’ll explore how to align content with the buyer journey and meet digital research preferences. Understanding Digital Research Preferences Content is powerful, but for it to truly drive success, it needs to…

Face-to-Face Interactions in B2B Sales Are Declining: How to Adapt in a Noisy Digital World In B2B sales and marketing, face-to-face interactions are on the decline, and digital messaging is becoming louder and more overwhelming. 83% of prospects report receiving more online messages from IT vendors now than in 2020. According to the Marketing Vogue 2021 Media Consumption Report, 58% of IT professionals say they plan to attend fewer or no in-person events this year. This shift signals that digital outreach is not only here to stay but is reshaping the enterprise tech landscape. As buyers increasingly turn to digital…

A Short Guide to ABM Engagement, Part 3: Sales Development This guide explores common challenges organizations face in their ABM (Account-Based Marketing) journey. Part 1 covers Sales, Part 2 focuses on Marketing, and Part 3 addresses Sales Development. Identify and Pursue Target Account Entry Points As your Marketing team gets better at engaging targeted ABM accounts, it’s crucial to ensure your Sales Development (SDR) team is ready to build on that momentum. To do so, you’ll need to equip them with new strategies to nurture interest rather than risk damaging or ignoring early-stage engagement. Sales Development should be trained to…

Sure! Here’s a rewritten, more concise and approachable version of your content: Align Marketing with Sales for Better Account Engagement In traditional demand generation, leads can come from all over a broad total addressable market (TAM). It’s a volume-driven approach focused on efficiency, where lead qualification plays a key role. However, in Account-Based Marketing (ABM), all the accounts on your target list have already been identified as high-potential, meaning they deserve extra attention. This shifts the focus away from strict lead qualification, which can sometimes disqualify valuable opportunities. When creating an ABM list, Sales and Marketing should be aligned on…

A Short Guide to ABM Engagement: Sales Strategy This is Part 1 of a three-part guide exploring common challenges organizations face on their ABM (Account-Based Marketing) journey. In this section, we’ll focus on the role of Sales, while Part 2 will cover Marketing, and Part 3 will dive into Sales Development. Sales Engagement in ABM At Marketing Vogue, we talk a lot about Account-Based Marketing (ABM) because we’ve seen firsthand how effective it can be in driving revenue from a defined set of target accounts. However, we also see many organizations struggle with implementing ABM successfully. A lot of the…

Why Account-Level Insights Aren’t Enough to Improve Your GTM Strategy With thousands of RevTech solutions flooding the market, it’s tough to figure out who’s really delivering value—and whether their promises will actually help your business succeed. At Marketing Vogue, we understand that while our work isn’t mysterious, the impact it has on clients’ results often feels like magic. To help you cut through the noise and focus on what truly matters, we’ve created a series of insights that challenge some common industry claims and offer a more transparent, practical approach to improving your go-to-market (GTM) strategy. Beware of Claims About…

Making Sense of Intent Data for Sales and Marketing Teams Intent data can offer varying benefits depending on how it’s sourced, analyzed, and applied. Companies are increasingly adopting it for different reasons, with solution providers promoting its potential. Some forms of intent data mainly improve advertising efficiency, while others can signal when a potential customer is considering a purchase—due to factors like contract renewals, staffing changes, or other indirect indicators. The most valuable intent data sources can uncover hidden demand, revealing real sales opportunities. However, many organizations still haven’t fully realized the major differences in intent data types that could…

Digital transformation is reshaping how B2B organizations operate, impacting everything from strategy to day-to-day operations. Many of our customers are working hard to evolve their go-to-market (GTM) strategies to keep pace with this change. One key takeaway from our conversations with Marketing and Sales leaders is that for these efforts to succeed quickly, understanding the intersection of people, processes, and technology is essential. To support the industry, BrightTALK is hosting a virtual summit on July 21: The MarTech & SalesTech Intersect. Industry experts from Forrester, People.ai, Orca Security, and others will share insights into how they’ve accelerated their progress and…