Big Claims vs. Big Levers: Illusions of Sophistication Can’t Beat Real Purchase Intent
In everyday life, when we make a substantial purchase like a car, we get to “look under the hood.” But in much of martech, and it seems to me especially […]
3 Trends in Enterprise Technology Spending Impacting Partner Ecosystems
Recently executed research by Enterprise Strategy Group™ (ESG) surveyed 700 IT decision makers to better understand where IT buyers plan to invest in 2022 and 500 partners to learn how […]
Getting Account-Based Marketing Right in EMEA: 5 Features of ABM Done Well
Doing Account-Based Marketing (ABM) well in EMEA is not easy. In fact, two out of every three ABM programs don’t reach their goals. It doesn’t help that ABM is not […]
The Art and Power of Marketing With and Through Partners
In our many conversations with partner marketing teams, we’ve seen a wide range of approaches when it comes to marketing with partners and marketing through partners. For a better understanding […]
Keeping Up with Evolving B2B Demand Gen Thinking and Practice
The thinking around B2B demand gen strategy is rapidly evolving. Until recently, demand gen organizations were laser-focused on lead volumes – how to identify, convert and qualify them. The thinking […]
APAC Perspectives on Regional Content Development
An interview with Marcelo Loustau, Head of Demand, APAC – MOI Global Content development is an essential part of any tech vendor’s marketing strategy, and yet often marketers struggle with […]
3 Things Your ABM Efforts Must Get Right
When we take a closer look at what many ABM programs look like – the tactics they employ, the measures, etc. – there’s still confusion among marketers about the goal. […]
The 2 Core Foundational Requirements for ABM Impact
ABM observations and learnings from 2022’s B2B Marketing Exchange I’ve just gotten back from B2BMX in Scottsdale, the first face-to-face event I’ve attended in exactly two years. Among the many […]
A Practitioner’s Brief on Intent Data
Whether you’ve already jumped in or haven’t yet started with intent data, 2022 is going to be a big year. To help you sort through the details, BrightTALK is hosting […]
We’re Only Human: 4 Ways to Become a Better Copy Editor
We’ve all been there – sent that promotional email with a word missing or realized your e-book has a formatting error after sharing it with your audience. It’s incredibly frustrating […]
