Author: MV Editor

Account-based marketing (ABM) has become an essential strategy for many tech organizations, enabling them to engage target accounts more effectively and drive revenue. As ABM teams establish foundational tactics, rapid technological and market changes prompt a shift from maintaining current strategies to exploring “How can we use ABM in the future?” Gemma Davies, Head of Global ABM at ServiceNow and a 20-year veteran in the field for multiple Fortune 500 companies, is addressing this question. In a recent discussion, Gemma shared her predictions for the future of ABM and how to prepare effectively. Prediction #1: Focus on Account-Based Experiences for…

A common question we hear from new users of Marketing Vogue is, “How long should we wait before calling leads?” This seemingly simple question holds a valuable lesson for B2B marketers, who often feel a strong urge to reach out too quickly. Prematurely engaging with leads—before they’ve been adequately nurtured and indicated their readiness for a conversation—can lead to negative outcomes. Move too fast, and you risk alienating potential customers. Move too slowly, and you might end up with stale or unresponsive leads. Here are some key considerations to help you balance the desire to start “dialing for dollars” with…

Data is the new soil.” While it may sound exaggerated, this statement holds true in the realm of B2B marketing and sales. In fact, reports indicate that a significant shift is underway: by 2025, 60% of B2B sales organizations will move from intuition-based selling to a data-driven approach. As the focus on data intensifies, it becomes crucial for organizations to grasp how their data flows, both internally through their CRM platforms and externally with their partners. Traditionally, data flow followed a linear model, moving solely from the provider’s database to the customer’s database. Today, with the abundance of available data,…

Andrew Kisslo, SVP of Global Partner Marketing at SAP, often emphasizes, “You own your career, so you must be intentional and deliberate about your path. Every journey is unique, but having clear goals and holding them loosely is essential for success.” As Partner Marketing becomes increasingly vital to overall business strategies, it has shifted from a niche, time-consuming approach to a key contributor to business revenue and success. This evolution highlights the need for partner marketers to establish a defined career development path in this field. Recently, Marketing Vogue connected with partner marketing leaders Andrew Kisslo (SAP), Heather Deggans (Microsoft),…

Many savvy marketers rely on a tried-and-true playbook—a collection of demand generation tactics that have historically delivered results. However, over the past five years, it has become increasingly evident that traditional approaches are no longer as effective. Due to shifts in the macroeconomic landscape, evolving digital buying behaviors, and new go-to-market strategies, many CMOs are grappling with the declining effectiveness of their tactics. In this e-book, we’ll share insights from industry leaders, including Jon Miller, on why the conventional go-to-market playbook is reaching a plateau and how B2B marketing teams can rejuvenate their demand generation efforts. You’ll gain valuable insights…

This blog is a guest post from our friends at LeanData. There’s a popular analogy circulating in B2B sales and marketing circles that states: Leads are too narrow. Accounts are too broad. Buying Groups are just right. After years of marketing teams passing so-called “leads” to sales and account-based marketing (ABM) teams overlooking new buying centers within accounts, it’s time for a go-to-market (GTM) revolution. The primary motivator is that, for many organizations, the B2B buyer is not just one person, but a buying group made up of multiple stakeholders. Relying on lead-centric or traditional ABM processes for members of…

Many savvy marketers rely on a go-to playbook—a collection of demand generation tactics that have historically delivered results. However, over the past five years, it has become increasingly evident that traditional tactics are losing their effectiveness. Due to shifts in the macroeconomic landscape, changes in digitally-focused buying behavior, and evolving go-to-market (GTM) strategies, many CMOs are grappling with why their approaches are no longer achieving the success they once did. In this e-book, we’ll share insights from John Steinert (Marketing Vogue) and renowned industry leader Jon Miller. We’ll explore why the conventional go-to-market playbook is plateauing and how B2B marketing…

In a recent Partners GTM Survey, 73% of companies with a partner program reported that they rely on partners for over 25% of their revenue. However, partner marketing teams are often lean, managing the entire partner lifecycle. This creates significant pressure for partner marketers, who must juggle multiple priorities to enable partners in accelerating sales, building pipelines, and achieving revenue goals. As revenue targets for 2025 continue to rise, the challenges for partner marketers are more pronounced than ever. Recently, Marketing Vogue sat down with partner marketing leaders Pooja Golechha from Pegasystems and Tonya Vincent from CyberArk to discuss the…

It seems that Facebook is set to end 2013 with more options for businesses to advertise on the popular network. Reuters reported – (Reuters) – Facebook Inc will begin selling video ads later this week and plans to make an announcement on Tuesday, the Wall Street Journal reported, citing people familiar with the matter. The ads will play automatically in users’ news feeds and may help Facebook capture a share of the $66.4 billion that advertisers are expected to spend on U.S. television this year, the Journal said. More news about Facebook Video Ads: Leaked Facebook Video Ad Pitch Deck Reveals Plans…

You may be asking, what is this “smart content?” Fair enough and that is really in essence what a blog post should be about. The infographic below, goes through some interesting elements of what “smart content” should be. What’s interesting about this infographic is that it was talked about a while back, and is a visual representation of a blog post written by Robert Dempsey and created by Patricia Redsicker of WordViewEditing.com. So to show you that there are things that are fundamental and don’t change that much. Good example of “evergreen” content.