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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Turning tough-to-explain technology into sales

The engineers at your high-tech company are very excited—a more efficient process, better speeds and feeds, or compliance with a new protocol that calls for a big new marketing push. But how can you make it sound exciting to your company’s customers? Here are four

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Do I need a design system?

And btw, what is a design system? I’ll begin to answer those questions with a question. Does your business or service produce marketing or communication materials?

If the answer is “yes,” then you need a design system.

A design system is a thoughtful grouping of elements that,

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Are your top-of and bottom-of-funnel videos different?

You’re probably already using video in your online marketing portfolio, but there are always things you can do to make your content better. Fine tuning your video marketing skills sometimes means looking at who you want to reach within your target audience, and

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