Demanding Views

Account-Based Everything: From Hype To Reality

For B2B high-tech marketing, 2017 is — hands-down — the year of account-based marketing and selling and, well, everything. Enough early adopters will have tested the variety of tools to have a set of best practices for others to follow. We all face the complexity of the B2B buying cycle,…

January 20, 2017
Written by Sydney Sloan, Alfresco

The Customer Journey In A Post-Trump World

It’s a post-Trump world and we know that a few well-placed tweets can catalyze an entire online movement … or leave a permanent scar.

January 13, 2017
Written by Guy Marion, Autopilot

How To Build An Appealing Lead Generation Form

Fact: people don’t like online forms (gasp!). It’s not hard to see why: Online forms require extra work (and time) and typically stand in the way of a customer getting what he or she really wants — like a piece of content or access to software.

January 6, 2017
Written by Ashley Walsh, Formstack

ABM: What It Really Means And How To Make It Pay Off

Among B2B communities, 2016 will be remembered for several new concepts, trends and technologies. But perhaps none have captured more attention than the re-emergence of account-based marketing as a viable growth strategy.

January 3, 2017
Written by Hila Nir, ZoomInfo

Looking Beyond CRM To Win The Digital Economy

I recently told my teenage daughter that we would have dinner soon and she simply responded: “Can you text me when it’s ready?” Her answer explains a lot about how customer expectations are changing dramatically in our new digital world. Of course, “yelling” through the house (think “mass marketing”) to…

December 28, 2016
Written by Volker Hildebrand, SAP Hybris

SMBs: 5 Tips To Get Started With Marketing Automation

With the emergence of marketing automation software specifically designed for small businesses, the technology is finally scaling among SMBs. In fact, according to Gartner, 98% of all SMBs are looking at marketing automation for the first time. But, for these first-timers, the landscape of options and figuring out how to…