August 24, 2022
What’s Working for Companies Marketing AI Solutions?
An increasing number of technology vendors are making artificial intelligence (AI) central to their products and their messaging. For B2B marketers that like to talk about ROI...
Michael Pastore
Articles by Michael
August 10, 2022
How to Win at B2B Social Media
B2B marketers that want to put their brand where the conversations are taking place need to understand how to use social media. That might sound obvious given the dominance of...
August 3, 2022
What’s the State of Measurement and Attribution in Paid Media Today?
The great promise of digital advertising was the ability to measure performance and optimize programs. And unlike traditional forms of media, marketers using digital ads would...
July 27, 2022
Where Does ABM Go from Here?
Account-based marketing (ABM) is such an integral part of the strategy for so many B2B marketing teams that it is hard to understand how marketing worked before it burst onto...
July 20, 2022
The Rise of ‘Product’ as an Engine for Growth
Product-led growth is a go-to-market strategy that relies on your organization’s products to acquire and retain customers. With the demand for digital products and...
July 13, 2022
What’s Working for Marketers in B2B Healthcare Tech?
There has been a lot of attention on the healthcare industry over the past two and a half years, and it hasn’t all come from consumers and the news media. Healthcare in g...
July 7, 2022
Which B2C Tactics Will Help Improve Your B2B Marketing?
People don’t remove their B2C hats when they’re researching products in their business life. That’s why B2B marketers are often reminded that some of the tactics and...
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June 28, 2022
How Content Marketing Done Right Drives Your Revenue Organization
Content marketing is more than distributing thought leadership and offering eBook downloads to attract leads. Your organization’s content can continue to serve your revenue...
June 15, 2022
Do We Under-Value ‘Experience’ in our B2B Marketing Efforts?
Content marketing is one of the most popular and effective marketing tactics in B2B, but has the content evolved to keep up with the audiences? Experiences and interactivit...
June 8, 2022
Zero-Party Data and the Future of Interactive Content
Online quizzes and product builders seemed to find a home on the Internet the week after it was invented. And while you might joke about the answer you received when you took...
June 1, 2022
How to Build a Content Strategy Across Your Buyers’ Journey
How well do you understand the content you have and the gaps that exist in your content strategy? Creating content at scale requires a level of visibility that many editorial...
May 25, 2022
You’ve Scaled Your B2B Content. What Happens Next?
Scaling B2B content creation remains a significant challenge for many companies. The demand for content assets, including papers, videos, and articles for marketing, the...
May 18, 2022
How to Get Your Organization Started with Revenue Operations
Many organizations are putting Revenue Operations roles in place and growing the role into an entire team. But confusion around the RevOps role, the functions it performs, and...
May 4, 2022
How to Market Your Tech to Software Developers
Software developers are the builders in their organizations, and like a lot of builders, they feel strongly about their tools. You can’t market to software developers the...
April 26, 2022
How to Set Women Up for Success in Revenue Roles
How are we going to develop the next generation of female revenue leaders? It’s a complicated question because the lack of women in revenue leadership roles today makes it...