Blog

Why Executive Visibility is Critical for ABM Success

Account-Based Marketing (ABM) is all about connecting with the right accounts, at the right time, and in the right place – and is more than just display ads. The work of building strong, personalized relationships with high-value and high growth potential accounts takes time and strategy.  A key part of building strong relationships is ensuring that company leaders and subject matter experts are seen, heard, and engaged with target accounts. Let’s dive into why executive …

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Reality Check: Why Your ABM Program Might be Missing the Mark

Account-Based Marketing (ABM) is a highly targeted, strategic approach where marketing and sales teams work together to engage specific high-value target accounts instead of broader audiences. Programs leverage data, personalization and multi-channel engagement to tailor content to each target account. It’s gained momentum in the last couple of years because it drives higher ROI, shortens sales cycles, and enhances customer relationships. In fact, according to HubSpot’s State of Marketing report, 70% of marketers have an …

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Storytelling That Resonates With Real People

While there are differences in B2B vs B2C marketing, it all really boils down to human connection. People make decisions based on emotions, experiences, and personal values, not just logic or corporate goals. When all things are equal, most choose to go with the brand or person they feel the most connection and chemistry with. Today’s marketers and communicators need to embrace B2H (business to human) for more impactful storytelling. In this blog I’ll discuss …

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