by Brent Keltner | Jan 27, 2026 | Uncategorized
All account-based expansion starts with a commitment to multi-threading. While this may seem obvious, implementing it effectively can be challenging. “Too often account managers get overly focused on a single buyer,” says John Hope, CRO at Academic Analytics,...
by Yan Gonzalez | Jan 20, 2026 | Uncategorized
Website personalization doesn’t win because it swaps a headline. It wins when it helps a visitor self-navigate, self-validate, and self-progress, with a clear path from “this is my situation” to “I see the solution and proof.” BambooHR is a strong example of...
by Brent Keltner | Jan 15, 2026 | Uncategorized
Enablement is often thought of as a sales activity. However, the shift to a modern, content-led buyer journey means marketing needs to lead a lot more enablement. Why? The new buyer journey is 70% to 80% digital and content-driven. Buyers are engaging in problem...
by Rebecca Schuette | Jan 13, 2026 | Uncategorized
Customer stories aren’t “nice to have” in B2B marketing — they’re the fastest path to trust. Because no matter how strong your positioning is, a real buyer wants to know:“Has this worked for someone like me?” The problem is… most teams treat customer stories like a...
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