New technologies, a return to account-based selling, and increasingly rich data sources are driving an outbound marketing comeback, but many inbound-minded marketers/salespeople feel ill-prepared to drive outbound demand. Thankfully, there are more similarities between inbound and outbound than you might think....

SaaS marketing is anything but easy. You’re promoting a product — er, a service, or a tool, or a platform, or something — that doesn’t lend itself to concise, coherent description. And yet, you desperately need buyers to understand your...

Craig Rosenberg, Chief Analyst at TOPO, was a recent guest on our podcast, B2B Nation: Smarketing Edition. In the episode, we discussed: The importance of account-based marketing (ABM) research  How the structure of marketing KPIs impacts ABM adoption Some of the...

Innovate. Expand. Peak. Consolidate. Challenge. These are the five stages of maturity for new marketing technology. Most “martech” categories — whether data visualization, mobile marketing, or the ever-popular account-based marketing (ABM) — will go through a growth progression that closely...