Members-only Account-based marketing Important KPIs to get the most from ABM (account-based marketing) + examples To truly reap the benefits of ABM, you need to be able to track the progress of your strategy and identify what’s working well and what needs improving. This is where KPIs come in....
Members-only AI & Automation The rise of AI in marketing: Implications for revenue marketers The rise of AI isn’t just a trend; it’s a fundamental shift in the way we do business and will be a non-negotiable part of smarter team leadership and growth. As GenAI continues to evolve, its influence on marketing will only become more significant....
Members-only Lead generation Everything marketers need to know about lead scoring While prospecting is inherently a difficult part of the sales process, there are ways to increase your success rate. One of those ways is to incorporate a lead scoring system into your prospecting process....
Members-only Team alignment Revenue and pipeline ownership: Sales vs. marketing Driving revenue and effectively managing the sales pipeline are critical components of organizational success. But who owns revenue and pipeline? Does it fall with marketing or lie within sales? Maybe it’s a combination of the two. After all, teamwork makes the dream work, right?...
Members-only Data and analytics The role of marketing operations (MarOps) in driving revenue growth Marketing Ops serves as the linchpin that aligns marketing activities with other overarching business objectives and ensures seamless integration across departments....
Members-only Brand strategy Narrative design is replacing product positioning: Here's why You need to think deeper, and more strategically about the world you want to create in the mind of your future community. More companies are getting more intentional about their messaging, and building great positioning that informs it. But very few are designing narratives that guide all of this....
Members-only Membership content From acquisition to advocacy: Unlocking the power of lifetime customer value Enhancing value across the customer lifecycle is a transformative experience. In this article, we'll take you through the importance of customer lifecycle management, delineate its stages, and propose strategies for harnessing its full potential....
Members-only Digital marketing & advertising How to negotiate your marketing budget Negotiating a budget can be stressful. Marketers need to adhere to strict budgets while prioritizing growth, all while ensuring they maintain the most cost-effective options for their company....
Members-only Careers What is a t-shaped marketer? Have you heard of a t-shaped marketer? It’s a pretty big deal. T-shaped marketers are valuable because they have a good understanding of the entire marketing strategy. Here’s how you can get started and become a t-shaped marketer....
Members-only Retention marketing The role of customer referrals in B2B marketing From increased sales and higher conversion rates to enhanced lifetime value and competitive advantage, customer referrals are the ultimate form of peer-influence marketing....
Members-only Data and analytics What is a North Star metric in marketing? North Star metrics are specifically designed to measure the marketing value that drives growth. These metrics are often leading indicators, providing insights that can shape your marketing strategy....
Members-only Strategy What is MarOps (marketing operations)? What is MarOps? Uncover the essentials of Marketing Operations and how it can transform your marketing workflow, efficiency, and effectiveness....
Members-only Case studies “Definitely do it, you’ll reap a ton of benefits!” I chose the C-Suite Masterclass. I chose this course specifically due to the breadth of content available. The key item for me was the external speakers – industry experts and professionals from companies like TrustPilot, JLL, Slack, and more....
Members-only Leadership From good to great: Strategies for smarter team leadership and growth How do you foster a culture of growth, innovation, and collaboration? The answer is as complicated as it’s simple: Put your people first....
Members-only Performance marketing A comprehensive guide to marketing spend optimization Focusing on data-driven strategies, demand generation, and conversion optimization are paramount for marketers navigating the challenges of a reduced marketing budget and increased scrutiny on spend....