September 17, 2020
Do You Really Need That Piece of Martech?
No matter what you’re trying to do in marketing today, there’s a piece of technology out there to help you do it. Marketing technology -- or martech, as the sector is...
Michael Pastore
Articles by Michael
September 15, 2020
How to Plan and Execute Your First B2B Display Advertising Campaign
Demand generation receives a lot of attention in B2B because online marketing makes it much easier to execute on lead gen campaigns than it was in the pre-Internet world....
September 9, 2020
What’s Your No. 1 Revenue-Driving Tactic Today?
Remember the plan you had at the beginning 2020? It likely lasted less than one quarter. It’s been a year of upheaval and personal and professional stress for many B2B ma...
August 26, 2020
Podcast: How Understanding Change Management Makes You a Better...
Change is hardly a new concept to B2B marketers. You’re dealing with an influx of technology and data. You likely have responsibilities for revenue growth few marketers had...
August 10, 2020
How to Identify and Fix Problems in Your B2B Content Marketing...
While many B2B companies were deploying some form of content marketing before the term was popularized, the idea of a holistic content strategy that is planned alongside other...
August 4, 2020
Podcast: A Sales Leader’s Take on the State of B2B Sales-Marketing...
Sales and marketing organizations are both tasked with adding new clients and growing revenue, but despite these shared goals, their strategies are often out of alignment (at...
July 15, 2020
Podcast: Are Personas Really the Best Way to Identify Your Buyers?
What is it that makes a B2B buyer receptive to your marketing? Is it who they are? Is it the situation they’re in? Or have they reached the point where the status quo -- the...
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June 23, 2020
Podcast: How to Market Your Business in the Changing IT Channel
The IT channel is in the midst of major disruption. Value-added resellers (VARs) and systems integrators are making the transition to the managed service provider (MSP) model,...
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June 16, 2020
Tips & Tricks: How to Succeed with ABM
Account-based marketing (ABM) programs account for more than one-quarter of B2B marketing budgets, and research shows that businesses that stick with ABM see their results...
June 10, 2020
6 1/2 Mistakes You’re Making in Your B2B Content
Creating content for B2B audiences isn’t always easy. Along the journey that takes your content from idea to creation to distribution to results, there are a number of...