Insights

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...

Sales teams often think of discovery as a single event, but good selling involves ongoing micro-discovery across the stakeholder group. That’s the approach of Aaron Verasammy, Chief Sales Officer at Meevo. After seven and a half years as Global VP of Sales at ABC...

Stricter privacy regulations from the likes of GDPR, CCPA, and others are creating new challenges for B2B marketers in measuring and tracking buyer intent.  It’s one thing to rely on cookies to monitor user behavior across the web, but as restrictions mount,...

Every organization wants to motivate its people and partners, but translating that intent into measurable impact requires more than good intentions; it requires a consistent, outcomes-driven approach like the one from Achievement Awards Group. Achievement Awards Group...

Content marketing today requires more than visibility — it demands relevance. Buyers expect personalized experiences that speak to their unique roles, challenges, and industries. We spoke with Meg O’Leary, CMO at Tenable, a leader in cybersecurity specializing in...

Shift your battlecards from highlighting competitive features to competitive value, and you’ll start growing revenue from existing accounts much faster. Here’s the problem with traditional battlecards: they push your team into feature-pitching mode. When that happens,...

Branding isn’t just about logos or websites — it’s about aligning every team that touches the customer journey around one unified value story. This is the approach of Alex Rumble, Chief Marketing Officer at HTEC. Alex leads with the view that Marketing, Sales, and...

If you want to drive expansion, get your sales and success aligned with customer success. That’s the view of Bobby Coy, SVP of Enterprise Sales at C-4 Analytics.  For Bobby, your growth doesn’t just come from chasing cold leads — it should also come from tapping...

Imagine walking into a library that magically reconfigures its shelves to display exactly what you need—no wandering, no guesswork.  That’s the experience Carnegie Learning delivers, enabling educators to quickly locate research-backed tools from an organized...

Prospecting today is tough. Buyers are flooded with generic outreach, and it can take more than a dozen touches to land one meeting. That’s why Kent Donges, Chief Revenue Officer at Kiddom, leads with a different approach: “We focus on adding a ton of value in buyer...

The quality of your customer business reviews is your number #1 profitability driver.  Business reviews either accelerate or kill your profitability.  It does not matter whether your company offers a product, a service, software, or a mix.  When the...

Most B2B companies know they need to define a value proposition. But too many stop there—declaring a single, static brand message and pushing it out across every channel, buyer, and campaign. The result? Prospects bounce without engaging. Sales reps default to their...

Remote work is amazing—except when it isn’t. It can be hard to maintain team spirit, stay aligned on projects, and keep the culture thriving. But for us at Winalytics, we’ve found a rhythm that allows us to not only do great work but also forge strong connections,...

Personalization is essential in modern B2B sales, but doing it at scale requires an innovative approach.  “The trick,” says Lee Robinson, VP of Global Sales Mid-Market at ABC Fitness, “is not to jump to individual personalization for every deal. Focus first on...

Buyers couldn't care less about your product.  That is, unless you can quickly and clearly explain how it helps them achieve something meaningful. That’s the philosophy of Sophie Cheng, SVP of Product Marketing at Sinch. When Sophie joined the company, she was...

Imagine if your website could predict your prospects' next step, transforming every visit into a personalized journey from start to finish.  6sense harnesses the power of intent signals to deliver personalized, real-time website experiences that truly resonate...

It’s one thing to have a great product. But it’s another thing entirely to have your full team living and breathing your brand. When every person in your company becomes an evangelist for your brand, you unlock a powerful force that drives authentic connections and...

Companies that invest in multi-threaded customer relationships grow faster, but multi-threading occurs at several levels. Multi-threading leads to consistently higher renewal rates, stronger profitability, and more defensible revenue streams. It’s not just a...

It’s easy to fall in love with the aesthetics of a brand — bold colors, clever messaging, and a shiny new website.  But for Lauryn Warnick, Founder & CEO at Villain Branding, the real work is to bring a brand to life across every customer touchpoint and see...

With the buyer journey now 70% digital, B2B companies need to offer self-directed discovery to speed decision-making.  Modern B2B buyers prefer to explore solutions on their own terms. They want content that speaks directly to their goals — and tools that help...

Customer stories are your most important kind of content, but many marketing teams struggle to produce enough high-quality customer stories. As Jamie Gier, CMO at Dexcare, explains, “If you want to consistently capture your customer stories, you have to make it a key...

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,...

Brand marketing often gets a bad rap. It’s seen as the “soft stuff”—important, sure, but hard to measure. Meanwhile, revenue teams are laser-focused on pipeline, conversions, and deals closed. But here’s the truth: If your brand isn’t moving your company forward, it’s...

In an AI-first world, the role of the sales professional is simple: value-add conversations. Buyers have unmitigated access to information, insights, and industry trends. That means sales professionals have never been more scrutinized.  You’re either adding value...

Understanding the Buying Committee’s Complexity In today’s B2B landscape, purchasing decisions are rarely made by a single individual. Instead, they involve a buying committee—a group of stakeholders with diverse roles, priorities, and pain points. Marketing’s job...

“Stories sell” is a common refrain. A good story builds trust by creating a subtle but powerful shift from your product to a better future for your buyer. As Jamie Gier, CMO at DexCare, puts it, “People are innately motivated by what’s in it for them. Showing a better...

Today, many users complete have a primarily digital and self-service buying journey.  They often lack the time to do in-depth research.  Companies must anticipate their needs by offering easy access to relevant information. Measurable outcomes go beyond mere...

No, I’m not talking about the endless waves of illness running through schools right now (though I feel that pain deeply). I’m talking about the all-too-common B2B sales tactic where reps jump on a call and immediately start feature-dumping. The thinking seems to...

Companies that invest in multi-threaded customer relationships experience higher renewal rates, stronger profitability, and more defensible revenue streams.  It is this powerful business logic that is leading the Account Management function to step back into the...

Intent data can transform cold sales outreach into personalized invitations to a conversation, but only if marketing integrates it into the sales team’s daily work. As Michael Passanante, SVP of Marketing & Communications at Capital Rx, explains, “Our goal is to...

Shared sales playbooks are a key to top sales performance, but only when aligned with individual skill development needs.  That’s the view of Mark Guthrie, VP of UW Solution Sales at Verisk. He stresses that playbooks must be embraced at the individual level: “As...

Delivering personalized website experiences is essential for engaging potential clients in the competitive world of B2B marketing. Demandbase offers a model for tailoring websites to meet buyer's unique needs. By leveraging account intelligence and AI-driven insights,...

While AI, automation, and other sales tech have gotten the lion's share of headlines and investments over the last few years, savvy organizations are recognizing that true competitive advantage lies elsewhere: Continuously developing the skills and knowledge of their...

With the buyer journey now 70% digital, buyers have become sophisticated content consumers. If your content isn’t contextually relevant, you quickly lose engagement. Ren Chin, CMO at GoFormz, emphasizes this: “Contextually relevant content speaks to situational value...

Top-performing sales teams train continually. In fact, sales teams that commit to an hour of weekly skills coaching per team member see 15-20% average sales performance gains.  The ABC Fitness sales team, under the leadership of Lee Robinson and Aaron Verasammy,...

Content engagement is key to buyer intent, yet many marketing teams miss the mark.  Buyers are often overwhelmed rather than engaged by the content being produced. With 70% of the buyer journey now digital, shift from thinking about content volume—“how many blogs...

What a year of go-to-market disruption and transformation we have seen in 2024 As the year winds down, we have been reflecting on the experiences of 2024 and the lessons we have learned. The environment for both SaaS and Services businesses has shifted in significant...

Sales coaching is essential to developing high-performing sales teams, but frontline sales managers often struggle to find the time for coaching. Theresa Smith, CRO at Level Data, perspective is that “front-line managers need to own the coaching plan, but peer...

Marketing to sales alignment on outbound conversion activities is an often missing step in capturing those buyers who have already demonstrated interest. If you are like most marketing teams, you have hundreds to thousands of leads that have come to your website or...

A guided content experience for buyers creates more quality leads that convert at a higher rate. That's the perspective of Ray Goforth, SVP of Marketing at Verana Health. She explains, “Don’t just create content to have content on your site. If nobody comes, reads it,...

Sales performance gains come from a commitment to continuous measurement and improvement at three levels -- the market level, the team level, and the individual level. This is the approach of Adam Ellingson, Chief Sales Officer at CeriFi.  Adam has led the...

Almost all performance gains come from individualized skills development plans. Don’t believe me?  Have you ever tried to follow a random workout plan on YouTube? Or tried to fix your golf swing by following the advice someone else got? I have…  How’s that...

Your website is your #1 tool to capture buyer demand. However, many companies have a huge divide between their website and their digital marketing Too often buyers transition from engaging with a digital ad to your website only to be confused by disjointed content and...

A strategic focus on capturing inbound intent through personalization is the key to successful demand-generation investments.A focus on capturing intent of in-market customers will not only transform how you engage customers but also how you convert prospects into...

All too often, marketing leaders focus on generating MQLs through sophisticated intent scoring, but ask yourself, are you measuring the right things? Candice Mueller, a marketing leader at ABC Fitness, Aforza, Salesforce, and Oracle, argues that MQLs often miss the...

Teams, individual athletes, dancers, musicians, actors, and public speakers who excel all engage in regular practice and coaching routines. In previous posts, we have discussed the link between these professions and those of us who interact with prospects and...

Everyone owns the top of the funnel. It’s an old expression that needs a new definition for a buyer journey that has become 70% digital and self-directed. Let’s take a look at recent research from Salesloft and the Bridge Group to see how this new buyer journey is...

Sales playbooks are the most basic building block for any high-performing sales organization. That’s the view of Phil Charland.  He’s learned the critical role of sales playbooks in more than a decade as a CRO and VP Sales leader at companies including...

Personalization has become more than just a trend—it's a necessity. Companies that contextualize for individual buyers earn not just customer loyalty but also a significant competitive edge.  Contextualizing for each buyer means delivery of impactful proof...

Growth at all costs demand generation is now dead. It’s being replaced by intent generation that optimizes spend on in-market buyers with demonstrated intent. Heavy demand generation investments have killed profitability for many B2B companies, with Salesloft’s data...