Where tech content matters in the customer journey

The CEO of a $100 million tech company recently asked me, “How do you articulate the value of content marketing?” This customer journey graphic was my answer.

The vertical axis is customer value; the horizontal axis is time. Content marketing plays a critical role in moving

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Account-based marketing: Is it all hype?

The term “account-based marketing” (ABM) is on my radar. It has turned up with increasing frequency in the past few months—at events, in webinars, on Twitter, and in my inbox—with emails from companies selling ABM automation. The term is clearly gaining momentum. The marketing world

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The winning formula of integrated marketing

Cost-effectiveness never goes out of style, and that makes the integrated marketing approach ideal for marketers tasked with managing tight budgets and delivering more quantifiable returns. Integrated marketing maximizes ROI and reduces inefficiencies. It also aligns, supports, and feeds each stage of the sales cycle.

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