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Demanding Views

This section provides insights from some of the most prominent industry thought leaders in the space.

Account-Based Everything: From Hype To Reality

Account-Based Everything: From Hype To Reality

For B2B high-tech marketing, 2017 is — hands-down — the year of account-based marketing and selling and, well, everything.  Enough early adopters will have tested the variety of tools to have a set of best practices for others to follow. We all face the complexity of the B2B buying cycle,…
How To Build An Appealing Lead Generation Form

How To Build An Appealing Lead Generation Form

Fact: people don’t like online forms (gasp!). It’s not hard to see why: Online forms require extra work (and time) and typically stand in the way of a customer getting what he or she really wants — like a piece of content or access to software.
Looking Beyond CRM To Win The Digital Economy

Looking Beyond CRM To Win The Digital Economy

I recently told my teenage daughter that we would have dinner soon and she simply responded: “Can you text me when it’s ready?” Her answer explains a lot about how customer expectations are changing dramatically in our new digital world. Of course, “yelling” through the house (think “mass marketing”) to…
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