Globally, organizations across different industries have embraced account-based marketing (ABM) to reshape their go-to-market (GTM). This is a result of fundamental change in how businesses buy and how B2B marketers [...]

The post ABM in EMEA: Top Challenges and Emerging Opportunities appeared first on Informa TechTarget.

28 March 2025

I recently did a catch-up call with my old friend David Edelman of Boston Consulting Group. I went to college with him but didn’t know him then, but then we [...]

The post Book Review – “Personalized: Customer Strategy in the Age of AI” appeared first on Informa TechTarget.

6 March 2025

Account-based marketing (ABM) continues to be a top priority in B2B marketing, so it’s no surprise research indicates that ABM is more effective in driving account engagement and conversion to [...]

The post ABM + AI: Rocket Fuel for Your Go-To-Market Strategy appeared first on Informa TechTarget.

29 October 2024

In a recent Partners GTM Survey, 73% of companies with a partner program said that they rely on partners for +25% of their revenue. However, partner marketing teams are most [...]

The post Maximizing Impact with Limited Resources in Partner and Channel Marketing appeared first on Informa TechTarget.

17 October 2024

Andrew Kisslo, SVP of Global Partner Marketing at SAP, always likes to say, “You own your career, so you must be intentional and deliberate about your path. Every path is [...]

The post How to Successfully Grow a Career in Partner Marketing  appeared first on Informa TechTarget.

11 September 2024

As a marketing strategist with over a decade’s worth of experience, I’ve seen personalization strategies that run the gamut from compelling and persuasive to weak and ineffectual. And the hard [...]

The post How Intent Data and AI Can Come Together to Produce Better Personalization appeared first on Informa TechTarget.

10 September 2024

“Data is the new soil.” This may sound like hyperbole, but in the world of B2B tech marketing and sales, they ring true. In fact, Gartner reports that 60% of [...]

The post When Data Flows, Deals Flow: The Importance of Multi-Directional Syncing appeared first on Informa TechTarget.

5 September 2024

This blog is a guest post from our friends at LeanData. There’s a popular Goldilocks analogy gaining momentum in B2B sales and marketing circles that states: Leads are too narrow. [...]

The post Transforming Your GTM Approach from Leads to Buying Groups appeared first on Informa TechTarget.

22 August 2024

Account-based marketing (ABM) has become a fundamental strategy for many tech organizations to engage target accounts more effectively and drive more revenue overall. Now, as ABM teams have settled into [...]

The post Three Predictions for the Future of ABM and How to Prepare appeared first on Informa TechTarget.

21 August 2024

To thrive in the fast-paced world of technology partnerships, partner marketers must be multi-talented and adaptable “Swiss Army knives.” Unlike your peers in Marketing, you don’t always have the luxury [...]

The post Four Soft Skills Every Partner Marketer Needs appeared first on Informa TechTarget.

15 August 2024