Many marketers might feel challenged or threatened by the notion that the value of marketing is defined by sales. However, it isn’t such a provocative idea. Remember, fewer than 1% of all leads turn into customers. That’s hardly a statistic you want to stand behind. If company leaders set a 100% growth goal for a […]
Account-based marketing is changing the status quo of B2B marketing and sales. While the term “account-based marketing” was coined in 2004 by ITSMA, it’s now gaining traction due to the rise in marketing technology (MarTech). Since the launch of marketing automation platforms in the late 2000s, in the past decade there have been more than […]
