Most marketers are familiar with the terms “brand awareness” and “demand gen” as goals, but they typically fall into separate campaigns. And while that’s a good practice theoretically, it means you could be missing out on buyers that learned about...

Account-based marketing (ABM) gives sales and marketing teams a common goal, so they can more effectively target their ideal customers. Companies with mature ABM programs found that those programs accounted for approximately 73 percent of their total revenue. But just...

Marketers use a lot of labels to sort their leads, like TOFU, BOFU, MQL and SQL. While we’re sorting everyone into the right bucket in this alphabet soup, it’s important to remember each bucket has different needs. Your top of...

Everyone wants BOFU leads. Everyone wants to build that marketing funnel that works on its own and produces thousands of BANT-qualified leads a month that are just dying to purchase your product. Your customers, hopefully. But the hard truth of...

Buyers complete up to 60 percent of their purchase cycle for SaaS products before contacting the vendor. That means that most of your interested cybersecurity leads only identify themselves when they compare options. This can make it can feel like...

Account-based marketing (ABM) has changed the way businesses market and sell to one another. It’s also changed the way marketing and sales measure their effectiveness. Success is still ultimately about revenue, but it might be time for a second look at the...

Even if you’re not a marketer, chances are you’ve heard the term “marketing automation.” Maybe you have a good idea of what that actually means or maybe it’s just some complicated-sounding buzzword for you. Either way, it’s not a topic...

Paul Albright, the CEO and Co-Founder of Captora, was a recent guest on our podcast, B2B Nation. In this episode, we discussed: Why marketers should focus more on their top-of-the-funnel strategy Whether more campaigns are better How top-of-the-funnel campaigns scale How...