The role of demand generation marketing is evolving along with technology, enabling B2B marketers to get better at filling the pipeline with actual opportunities versus just a bunch of leads. In one TED Talk, Malcolm Gladwell shares a story about choice, happiness and Howard Moskowitz. He talks about Howard’s role as a food scientist and […]
B2B marketers are focusing more and more on making sure their customers are successful after they’ve signed the contract and started using your product or service. This renewed attention helps in a couple of ways. First, successful customers are happy customers, and they are more likely to renew with you. The second reason is that […]
There is a lot of confusion around brand. It’s one of those words widely used but not widely understood. Is it just a logo, a color palette and a trendy sans serif font? Or is it bringing clarity to your offering and perception in the market? Just what is brand marketing? And can it be […]
When you hear “artificial intelligence” or “machine learning,” what comes to mind? A complicated technology that demands deep domain experience or a degree to use? This was once the way technology worked; only a select few had access. But innovation has a funny way of changing things. What might seem out of reach today can […]