by Brent Keltner | Aug 7, 2025 | Uncategorized
Battlecards are best known for competitive positioning—feature-by-feature comparisons that often stay at the product level. But Mark Guthrie, a seasoned sales leader, challenges that traditional use. “Forget competitive battlecards,” Mark says. “They lead you to...
by Brent Keltner | Aug 6, 2025 | Uncategorized
Brand marketing often gets labeled a “soft” investment — but for Grant Johnson, a veteran CMO and strategist, proving brand value is a hard-edged discipline.Over his decades in marketing leadership — including roles in high-growth SaaS and FinTech firms — Grant has...
by Yan Gonzalez | Aug 6, 2025 | Uncategorized
The most valuable content in your funnel isn’t always what you say; it’s what your buyer concludes on their own. That’s the role of self-solutioning content: helping potential buyers explore what “better” looks like and justify the investment internally, all before...
by Brent Keltner | Aug 6, 2025 | Uncategorized
To optimize your marketing and sales spend, especially in today’s crowded and noisy market, focus on in-market customers. Most marketing teams still aim broadly, targeting the full range of personas or firmographics across an ideal customer profile. But here’s the...
by Rebecca Schuette | Jul 23, 2025 | Uncategorized
Account-Based Marketing (ABM) can be a game-changer for B2B companies,but only when your CRM architecture is done right. CRM architecture is the crucial element of an ABM strategy that often gets overlooked. Your CRM isn’t just where your data lives—it’s the...
by Brent Keltner | Jul 8, 2025 | Uncategorized
In our first conversation with Meg O’Leary, CMO at Tenable, we explored how her team builds structured content journeys that personalize messaging by persona, industry, and buying stage. That foundational framework allows Tenable to meet buyers where they are — with...
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