How Marketing and Customer Success Team Up to Drive Revenue
We were all taught that it’s less expensive to keep an existing customer than to create a new one. Today, the popularity of the software-as-a-service (SaaS) model of software delivery has renewed the focus on this age-old bit of business
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Michael Pastore
October 2, 2023
The AI Tools Hiding in Your Existing B2B Martech Stack
In an era where AI and its impact on B2B marketing is constantly evolving, marketers may feel inclined to always adopt the newest and brightest tools to add to their martech stack. While you can take this approach, it’s important
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Allyssa Haygood-Taylor
September 27, 2023
The Original PLG: Marketing to Software Developers
More than 15 years after it happened, you can still find videos online of Microsoft’s Steve Ballmer chanting “Developers! Developers!” more than a dozen times at a Windows conference in 2006. You can’t blame Ballmer for his excitement. Put the
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Michael Pastore
September 19, 2023
One B2B Tech Trend to Watch in 2024: Secure Connectivity
When it comes to tech trends for this year and into 2024, generative AI is clearly creating more buzz than any other technology trend. It’s been the darling of investors, executives, and the media, who can’t pass up a good
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Michael Pastore
September 14, 2023
Lead Generation is Evolving. Are Your Programs Keeping Pace?
B2B lead generation is the process of identifying and funneling ideal customers of your product or service into your sales process. Even here in 2023, B2B lead gen continues to prove it’s still an essential tool for marketers. Lead generation
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Allyssa Haygood-Taylor
September 11, 2023
5 ABM Challenges B2B Marketers Must Overcome to Show Results
Account-based marketing (ABM) is one of the most popular strategies used by B2B marketers. Unlike B2C firms with products that often have broad appeal, B2B firms target much smaller markets. And even in those markets, only a select number of
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Michael Pastore
September 6, 2023
How Your Brand Helps Turn B2B Prospects into Buyers
The B2B technology buying process is full of complexity and risk for B2B buyers. There are often dozens of software applications and technology tools available to meet the business needs of buyers. For B2B marketers, for example, there are more
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Michael Pastore
August 17, 2023
How to Make Customer Advocacy Fun, Easy, and Rewarding
This is a guest contribution from Cassandra Jowett, the Content Marketing Manager at Influitive, an advocate marketing platform. You can visit our gamification product listings to compare Influitive against other solutions. It’s a scenario many marketers can probably relate to:
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Guest Contributor
June 26, 2023
How B2B Marketers Can Accelerate the Buyers’ Journey
How many times, B2B marketers, have you sat on a pipeline call reviewing open opportunities and heard someone comment on how long an opp has been open and what can be done to move it along? Quite a few times,
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Michael Pastore
May 23, 2023
How to Approach Innovation in B2B Marketing
Because we live in a world surrounded by technology, we often equate innovation with devices and software. But innovation is about taking a different approach to just about anything. If you can make something faster, more efficient, and more productive,
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Michael Pastore
May 16, 2023
