Don’t Start ABM Without Knowing your Total Addressable Market (TAM)

You need to sell to real people, not accounts on a list. So to create a successful account-based marketing (ABM) strategy, you first need to determine how many people actually fit your target buyer persona. This article highlights a SaaS company that achieved ABM success, starting by measuring their total audience.

Making Marketing Data a Performance-Grade, Renewable Resource

Recently, we explained why data is the new oil powering today’s B2B sales and marketing machines. In this post, we’ll discuss why refining that precious resource is so challenging, and why you shouldn’t build your marketing plans and processes around static data.

Why Data is the New Oil of the Digital Marketing Era—Part I

Today’s revenue teams have access to an exponentially growing landscape of martech and salestech tools. What’s powering all the increasingly complex tech stacks and determining the difference between revenue growth success and failure? Data.