Buying power within an org can often shift. For example, in martech it could be assumed that the marketer is the buyer, but it can just as well be the product team or tech teams are involved as well. So how do you market to audiences you’ve never marketed to before?
Category: Marketing Activations
Leveraging proprietary research to build credibility
The core of every marketing program is content, and a pinnacle of content is developing proprietary research. Not every business can do this (well), and those who can will reap great benefits.
Building a scrappy first growth marketing campaign
Every start-up’s #1 focus is growth – most often first through product, then sales, and finally marketing. If it’s a “first time” experience with marketing, the biggest question is where to start and how to keep momentum.
Be creative about your marketing activations during COVID-19
It’s time to face reality: your business is likely not a priority purchase during COVID-19, so how do you break through to prospects when everyone is feeling a bit anxious and burnt-out?
A B2B buyer journey is not linear
Years of foundational marketing education has taught us to do (B2B) buyer journey mapping as a progressive linear path. Unfortunately, as marketing evolves, channels and consumption habits change, and an overwhelming amount of competing opportunities (aka other tech) arises, the path is no longer a path.
How To: Do a last minute trade show with a booth
This guide is for anyone who isn’t quite sure where to start when it’s your and your company’s first time ever sponsoring a trade show booth.