Guides

A strong Ideal Customer Profile is the foundational building block of an account-based marketing program. Account-based marketing (ABM) is a B2B sales strategy in which the revenue team narrows their efforts onto a set of high-value accounts. Key to this strategy is having a method for determining which accounts are most valuable. Most B2B teams […]

Research from the 2025 B2B Buyer Experience Report shows that 95% of the time, B2B buyers purchase from a vendor that was on their shortlist from Day 1, long before they ever spoke to a sales rep. This means the race for most deals is over before your sellers even know it started. So how […]

For B2B revenue team trying to identify accounts worth pursuing, a raw “intent data” signal might tell you someone is looking. But without context, that single weak signal may send your team chasing mirages instead of real opportunities. Intelligence tells you who is looking, why, and what to do next. Intelligence provides context and reveals […]

B2B lead generation sounds simple until you’re doing it. In theory, you run campaigns, capture leads, and hand them to sales to close deals. In practice, it’s a constant negotiation between volume and quality, between marketing metrics and revenue outcomes, between what the CRM says and what’s happening in the market. There’s an additional challenge […]

If you’ve read the ABM 101 guides, you know the fundamentals: focus on accounts, align with sales, personalize your outreach, measure what matters at the account level. Good advice, all of it. The problem is that most teams have already done all of that and still can’t figure out why their program underdelivers. The post-mortems […]

Most brand activation programs are calendar-driven: an industry conference, an executive dinner series, a big content push. It’s a reasonable plan, but it misses a valuable dynamic component: The CMOs who generate the most pipeline know when to run specific programs for in-market accounts that are ready to hear from their team. Readiness happens on […]

Retrieval-augmented generation (RAG) might be the most important concept in enterprise AI that nobody’s explaining clearly. If you’ve ever watched an AI tool confidently answer a question with content that’s technically coherent but wrong, you understand why this matters. When an LLM hits a gap, it fills it with something plausible, delivered with an authoritative […]

Predictive analytics for marketing and sales is what turns that data into decisions the whole revenue team can trust. Not by adding more signals to an already noisy environment, but by making sense of the ones you already have — identifying patterns, separating high-intent accounts from background noise, and surfacing a clear, prioritized picture of […]

Here’s the problem most B2B marketers won’t admit: your buyers have already made up their minds about you before they ever fill out a form. 6sense research found that buyers are 60% through their journey before reaching out (while that’s earlier than previous years, it’s still over halfway through.) Meanwhile, buying committees have ballooned to […]

Right now, someone at one of your top target accounts is Googling your competitors, reading G2 reviews, and comparing pricing pages. They’re not talking to your sales team. They’re not filling out a form. They may have zero idea you exist; and you have zero idea they’re shopping. That’s the dirty secret of B2B buying: […]

Most B2B demand gen teams running programmatic advertising face the same challenge: they’ve adopted the automation, the DSPs, the real-time bidding. But their results tell a frustrating story: Too many programmatic advertising campaigns burn budget on the wrong audiences. The problem is that most programmatic platforms were built for B2C commerce, where individual consumers make […]

Introduction Selling and marketing are harder than ever. Old-school tactics are pushing modern buyers away, leaving revenue teams frustrated, inefficient, and unable to compete. In No Forms. No Spam. No Cold Calls, Latané Conant delivers the recipe for scalable, repeatable, data-driven sales and marketing strategies that work today. In this How-To, we provide a practical, tactical […]