Taking ABM to the Next Level: How surveying your target audience enables 1:1 marketing

“While most marketing leaders continue to strive for one-to-one personalization, achieving this type of tailored messaging falls short, causing most personalization efforts to fail.” So says Gartner, Inc. in a press release earlier this year, following up its marketing personalization…
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Persona Creation for More Targeted Prospecting

ABM uses persona creation to help you and your sales team to focus on your ideal audience and what matters to them. An organization doesn’t take actions, make decisions, or engage in conversations – it’s the people within those organizations who do these things. You can count on a buyer to bring their personalities, their perspectives, and their biases to the decision-making process.

Lead nurturing with content at any stage of the buyers journey

To ensure your messages stand out, create timely and relevant content that aligns with stages of the buyer’s journey.

Engage your target market with these types of survey research

Wouldn’t it be great if you could get inside the heads of your target audience – to understand their current situation, their motivators, what keeps them up at night? What are their interests? How likely are they to make a…
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Make market segmentation more meaningful with psychographics

Common approaches to market segmentation include classifying the target audience by industry, geography, company size, or persona. These market segmentation methods don’t set you apart from your competitors, though, because while it might take a little digging or research, almost…
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B2B marketing: targeting the intersection of your offering and your audience’s needs

According to, “it’s important for B2B marketers to understand their clients’ needs before implementing any marketing or advertising tactic. In consumer marketing, an effective advertisement can be blasted out over wide channels, and a percentage of consumers will be…
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Database marketing: the foundation for campaign success

Database marketing — you have probably heard the term, but what exactly does it mean?   As opposed to the shotgun approach, where you blast the same message out to everyone, database marketing is the discipline of collecting data about…
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How to Manage the Chaos of Marketing Metrics

As a company grows, it must adapt new engagement strategies to fill and sustain a pipeline that grows along with it. As a result of more complex engagement strategies and more diverse tactics, companies must manage an increasing ecosystem of…
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A Crash Course in Account-Based Marketing Website Metrics

Account-based marketing isn’t a new concept, but it’s being implemented in new ways – especially in the context of digital marketing. Measurement of these tactics can seem more complicated than other forms of marketing because you’re dealing with clusters of…
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Four Ways to Make Your Marketing Metrics Matter

Marketing moves at a lightning pace and the metrics we use to measure it seem to evolve just as quickly. It’s easy to fall into the trap and chase the “flavor of the week” acronym based on expert advice –…
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