One of the biggest waves passing through B2B digital marketing right now is account-based marketing (ABM). At its core, ABM means building a list of specific companies based on a predetermined set of criteria and then targeting your marketing efforts to these companies.
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Take a page from Dale Carnegie's "How to Win Friends and Influence People" when embarking on the B2B company buying journey.
Companies that can have one-to-one conversations at scale and grow customer relationships will win.
As digital marketing techniques and technologies have evolved, front-end metrics from web analytics tools often fall short in delivering enough high-value insight to drive business decisions.
How do you leverage big data to build relationships and improve marketing and business performance?