by Yan Gonzalez | Feb 19, 2026 | Uncategorized
B2B companies invest a lot of energy in segmentation: industries, regions, tiers, and detailed personas. On paper, it looks sophisticated. In practice, it often doesn’t help GTM teams decide where to focus first or how to win. Neil Baron, Managing Director at Baron...
by Yan Gonzalez | Feb 17, 2026 | Uncategorized
Personalization used to mean swapping headlines, serving different hero images, and calling it a day. In 2026, the bar is higher: buyers don’t just want relevance, they want clarity, confidence, and momentum inside the website experience. And there’s a real risk if we...
by Yan Gonzalez | Feb 12, 2026 | Uncategorized
The “buying committee” used to be a sales concept, while marketing focused on individual buyer personas.No longer. Now marketing needs to own the buying committee. A robust buyer journey is multi-stakeholder: there are 6 to 10 buyers in the typical B2B purchase, and...
by Rebecca Schuette | Feb 10, 2026 | Uncategorized
Strong open rates.Little to no engagement. That’s not bad luck. It’s a signal. It tells you your subject lines, timing, and deliverability are doing their job — but the message itself isn’t earning the reply. The drop-off is happening after the open, inside the email....
by Rebecca Schuette | Feb 5, 2026 | Uncategorized
Retrospectives shouldn’t be reserved for internal teams.They might be even more valuable with customers. In B2B relationships, silence is rarely a good sign. What you want instead is: clarity candor shared ownership forward momentum That’s exactly what client...
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,...
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