By its namesake, Fuzzy Logic Matching sounds pretty, well… unreliable. But what’s in a name? A data pairing algorithm by any other name would be as sweet! Shakespeare quotes aside, Fuzzy Logic Matching can (and probably should) be one of your best friends when you’re ready to identify your target list as part of your Account Based Marketing (ABM) efforts. Here’s why. Read more
Down the Rabbit Hole: Exploring the Account Based World
Back in 2009, I started research for a book called “Precision Marketing.” And it was during this pursuit of knowledge that I came across another book that would become paramount not only in the project I was working on at the time, but my own personal career as a marketer. It was a book called “Spanning Silos.” Read more
Are you Getting the Most out of Marketo? 5 Things You Should Be Doing
Are you getting the most out of Marketo? Here are 5 things you should be doing in your instance right now: Read more
Don’t Forget These Key Parts of your Account Based Content Strategy
Content marketing is transforming the world of B2B marketing like never before, allowing marketers to initiate conversations and develop relationships earlier in the buying process. Today’s content marketing meets content selling, and, to put it frankly, it’s pretty awesome. Read more
Why it Should be Called AB(P)M
Whether your focus is B2B, B2C or P2P, it boils down to this: we talk to people. Companies are run by actual humans, and when these companies have problems–it’s people that are looking for the answers. We see this theme throughout the smallest startup to the largest enterprise business. Read more
Here’s a Secret for Importing Your Lists Into Marketo…
Does the health of your data leave you feeling embarrassed? Don’t worry, you aren’t alone. Life (not to mention improper list importing) can leave us feeling disorganized and overwhelmed at times. But instead of pointing fingers at why your data is in the state that it’s in, let’s talk about the solution–creating a list import template. Read more
What My Marketing Past Tells Me About the Future of ABM
Back in 2008, things didn’t look so good for marketers. In fact, I finished my MBA that very year and at our graduation, the faculty encouraged us to travel rather than look for jobs. Yikes.
Marketing was lost and it wasn’t hard to understand why–up until this point we had only spoken about our brand, our brand, our brand, and did we forget to mention our brand? Getting your logo out there whether plastered on the walls of a stadium, falling from the mouth of a celebrity, coyly featured on the set of a sitcom, or, the Holy Grail–movie placement–was all that seemed to matter. The problem with this was that there was no way to measure the actual ROI in real dollars. We had no way to say to our colleagues, “Here is the tangible impact we’ve had on this business based off our efforts.” Read more
Target Practice – Why ABM is Just Like the NBA, NFL, and MLB
When’s the last time you practiced hitting a target? It’s no secret that the more you repeat the same motion over and over and over again, the better you become at that particular skill–just ask any NBA, NFL or MLB player. The world’s best athletes get it, so why don’t we apply the same learnings to marketing? After all, it’s usually the amount of time someone spends on target practice that separates the novices from the greats. Read more
ABM – Is It Just Another Acronym or Something You Should Care About?
Account Based Marketing (ABM) seems to be on the tip of everyone’s tongue lately. Much like Content Marketing was the proverbial “It Girl” 5 years ago, ABM (again like content marketing) isn’t a new thing, rather it’s how we as marketers are choosing to approach this topic that is making it buzzworthy. Read more
Marvel Marketers 2017, Living the Dream
…more like working hard against the dream, but never the less, at least the title rhymes. The bigger we get, the harder it is for me to tell you wonderful industry friends and colleagues all the great things we are up to @MarvelMarketers. Read more
