Book Review – “Personalized: Customer Strategy in the Age of AI”
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 […]
Step aside, MQLs. Buying signals are here to stay.
Imagine you’re a stellar marketing leader and have generated real results as you strategically execute your go-to-market (GTM) motions. You’re vigorously working to increase your brand’s share of voice within […]
Charting a Course to ROI: Navigating Intent Data Challenges Effectively
When implemented and activated correctly, intent data can serve as a compass, providing a clear view into the needs of your potential customers as they make their way through the […]
3 Ways to Maximize Lead Gen Potential by Working From the “Outside In”
Every day clients come to us with lists of people they want to target. Their lists are built from three classic building blocks: A combination of titles associated with past […]
Why Context and Quality in Lead Gen Beats Higher Volumes at Lowest Cost
Watching what’s happened to some well-funded “big ideas”, I’ve been thinking about how this illuminates our own tech GTM experiences. Debacles like crypto’s $2T decline over 2022 or Softbank’s irrational […]
On the B2B Horizon: 2023 Priorities
Fourth quarter is almost upon us and 2023 planning should be ramping up. To make sure you have the inputs you need across your team, TechTarget’s BrightTALK folks are hosting […]
Making Sense of Intent Data for Sales and Marketing Pros
Intent data promises different benefits depending on how it’s made, how it’s sourced and how you put it to use. Companies are adopting it for different reasons and solution providers […]
Why Account-level Insight Can’t Get You Where You Need to Be: Dependencies for Improving GTM Performance
With something like 10,000 RevTech solutions out there, it’s become super hard to understand who really does what, and most importantly, whether or not what is being said really stands […]
Comparing AI-Derived Signals and TechTarget’s Directly Observed Intent Data
With something like 10,000 RevTech solutions out there, it’s become super hard to understand who really does what, and most importantly, whether or not what is being said really stands […]
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 […]
