Author: MV Editor

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…

Partner Marketing Strategy: How to Take Your Program to the Next Level Executing partner marketing well can yield immense benefits, but it’s not as easy as it may seem—especially if you’re new to the game! So, how can you improve your strategy, continue innovating, and elevate your program so that partners are eager to work with you? That’s exactly what a recent Partner Marketing Visionaries discussion explored. Michael Latchford, VP of Strategic Alliances and Partner Marketing Services, joined a panel of marketing and business experts: Susanna Parry-Hoey from SoftwareONE, Kimberly Payton from Infosys Finacle, Andy Sayare from NetApp, and Jeff…

In today’s world, where there are thousands of marketing and sales tech solutions, it’s tough to discern what really works. More importantly, it’s hard to know whether these tools will truly deliver value for your business. At Marketing Vogue, we understand that while the mechanics of what we do are straightforward, the impact on your business results can be nothing short of transformative. To help you cut through the noise, we’ve created a series of articles designed to examine common claims and present a clearer, more practical approach to the challenges we all face. Weak + Cold ≠ Great ROI…

Science fiction is one of my guilty pleasures (right after golf). These days, with young kids around, I don’t have as much time to read for pleasure, but I do love a good sci-fi movie when I can catch one. Oddly enough, I often find that these films spark ideas and parallels that are surprisingly useful for my work. If you’re a Dune fan, you’ll get what I mean when I say that black boxes make me nervous. Whenever my teams or colleagues bring me a solution, I want to understand the ins and outs before jumping on board, especially…

In B2B sales and marketing, two core strategies drive revenue: customer acquisition and customer retention. While these approaches are often pitched against each other, they are both critical to business growth. The real question is: should you focus more on one to increase revenue? If so, which one? Let’s explore what acquisition and retention mean, the strategies involved, and how intent data can enhance conversions for both, ultimately driving more revenue. What is Customer Acquisition? Customer acquisition is the process of attracting new customers to your business. This involves building awareness, generating interest, establishing trust, and convincing potential buyers that…

Preparing Your Business for What’s Next: Key Insights from MarketingVogue CEO Mike Cotoia In today’s fast-evolving business environment, there’s a significant shift happening in how consumer behavior is influencing expectations in B2B transactions. As digital commerce continues to rise, we’re seeing more overlap between our experiences as consumers and the way we approach business. The challenges we face in our personal lives—like supply chain disruptions, inflation, and rising interest rates—are closely connected to the pressures businesses will face in the months ahead. As the pandemic eased, many people returned to normal activities like dining out and attending events. However, with…

While there are similarities to enterprise technology purchasing, healthcare tech purchasing decisions are driven by distinct factors, involving different key players. Healthcare technology purchases are often centered around improving physician workflow and patient experience, focusing on overall care quality. This influences a wide range of solutions, from cloud storage to telehealth. Unlike smaller practices with a single decision-maker, larger healthcare systems involve numerous stakeholders, including both clinical and administrative personnel, in the decision-making process. In these environments, buying teams for healthcare tech are not just made up of IT professionals, but also include doctors, department heads, financial officers, and regulatory…