May 23, 2023
How B2B Marketers Can Accelerate the Buyers’ Journey
How many times, B2B marketers, have you sat on a pipeline call reviewing open opportunities and heard someone comment on how long an opp has been open and what can be done to...
Michael Pastore
Articles by Michael
May 16, 2023
How to Approach Innovation in B2B Marketing
Because we live in a world surrounded by technology, we often equate innovation with devices and software. But innovation is about taking a different approach to just about...
May 2, 2023
How Economic Conditions Help You Rethink Your Marketing
Resource constraints are hitting B2B marketers hard. The teams are often smaller than they were two years ago. The tools are fewer. But the goals are often headed in the other...
April 11, 2023
Why Don’t We Treat Talent Acquisition More Like Customer Acquisition...
The modern marketing and sales organization often integrates several platforms to deliver a comprehensive view of prospects and customers. But when it comes to recruiting t...
April 4, 2023
How to Market AI Outside the Tech Sector
Businesses in the technology sector understand the benefits of artificial intelligence (AI) better than most. But the full scope of AI’s potential lies beyond tech, in...
March 8, 2023
There’s More to Generative AI Than Content Creation
ChatGPT and other generative AI tools that create content are capturing a lot of attention. But content is only one application of generative AI. It can generate just about...
February 28, 2023
Your 2023 Guide to Media Buying and Planning
There are some things about the art and science of media buying that haven’t changed much in recent years. But other elements of media buying are in a constant state of flux...
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February 7, 2023
How the Proptech Market is Changing the Real Estate Sector
Location, location, location. That’s the age-old advice given to real estate investors. And like the age-old advice given to many areas of life and business, today it’s...
January 24, 2023
How to Market to Finance Roles During Economic Uncertainty
The pressure is on finance teams to better control spending and account for every dollar spent. And that probably doesn’t sound like a great time to be pitching new software...
January 4, 2023
How to Put Your Product at the Center of Your B2B Revenue Organization
An increasing number of B2B revenue organizations are aligned around their product and customer lifecycle. Marketing generates awareness, sales closes deals with customers,...
December 20, 2022
Why You Need Brand to Support Demand in B2B Marketing
Branding might be the most undervalued aspect of B2B marketing. Just take a look at any list of the dominant brands in the world, and you might see a B2B brand or two, but...
December 13, 2022
How Business Users Change the Game of B2B Marketing
Twenty years ago, software vendors that wanted to sell into an enterprise organization would target the tech team and its leadership. They could develop and distribute...
December 6, 2022
Why B2B Brands Need to Embrace Emotion and Education
One of the challenges B2B marketers face today is the perception that their brand is boring. As a new generation of B2B buyers takes control of the market, many of the tried...
November 29, 2022
How AI Can Improve Revenue Team Processes and Results
A surprising number of the daily activities that take place on revenue teams remain manual. Sellers still create reminders to follow up with prospects or customers. Data is...
October 12, 2022
A Martech Entrepreneur Shares His Journey
Some people encounter a problem at work with no obvious solution and find a workaround. Others see roadblocks as part of their job or the task at hand and learn to deal with...