Account-based marketing strategies

The goal of marketing is to manage perception and change the behavior of your target audience. All marketing activities and every aspect of marketing fall under the goals of managing perception, changing behavior, or both.

A marketing campaign is a process ...

The absence of a marketing playbook leads to the biggest mistakes that companies make in designing marketing campaigns — they focus on marketing channels rather than the target customer.

In some companies, even teams are structured around channels — pa...

Segmentation is crucial to running effective and efficient marketing campaigns.

It’s worth exploring how your market can be segmented into an economically viable set of customers.

Journeys and the pattern of customer/prospect engagement are more insightful than first-touch /last-touch attribution analysis.

Start with the target customer, market segmentation, and only then moves to messaging and channels.

Before designing your next marketing campaign, make sure you answer the following questions:

• Who is your target customer?
• What is the goal of your current ...