Aggregated enterprise architecture wisdom
This past Tuesday evening (October 17), TechTarget and Discover.org invited me to share some wisdom about success strategies for account-based marketing (ABM) with a couple dozen customers, prospects, and friends. If you missed it, here’s a quick synopsis: It’s 2017. ABM was new in 2004, but not any longer. What’s different today? It’s much easier to access and use […]
Just over a week ago in Austin, I achieved another professional milestone — hosting my first Forrester B2B Marketing Forum. While the team did a wonderful job of preparing me and all the speakers at this event, the one thing I was unprepared for is how different the view is from backstage. The upside was […]
For my most recently published research, I set out to find or define the metrics that capture account-based marketing (ABM) success. It’s a question I hear from clients very often, and one we often discuss on the internal team. “How will I know my ABM program is working?” I was after the end-all be-all answer, […]
ABM … Account-based marketing … A – Bee – Em. Unless you have been living under a rock, you can’t have helped but notice the hype around ABM. And some of the confusion too. But here’s the thing about ABM – it does produce results for both marketing and sales. May not be this quarter, […]
Everyone knows they need good data: marketers, sellers, even analysts evangelizing about customer obsession. But for too many B2B marketers, bad data is a sad fact of life. In a recent survey, just 12% of B2B marketers told us they have “high confidence” in the accuracy of their customer data. Trying to bridge that gap […]
Is curiosity as important as intelligence when it comes to handling complexity? Some new thinking from HBR suggests that it is — especially when handling ambiguity and change. Apparently people with a high curiosity quotient (CQ) are better at producing simple solutions to complex problems. (Hmm. Sounds like a good characteristic for an analyst to have.) It’s a bonus that many […]