Topic: sales alignment
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Lead Pipeline vs. Revenue: The Core PPC Strategy Debate
The core strategic choice in PPC is between a pipeline-centric approach (optimizing for qualified leads and conversations) and a revenue-focused approach (optimizing for closed deals and direct profit contribution), as treating them as interchangeable creates operational confusion. A pipeline str...
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AI-Powered ABM: How to Win Fortune 500 IT Deals
Account-based marketing (ABM) is a strategic approach that focuses intensive resources on a select group of high-value target accounts, rather than using broad lead-generation tactics, to engage entire buying groups effectively. ABM requires tight alignment between sales and marketing teams, who ...
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Measure Account Progression, Not Just Attribution
Shift from traditional lead-based metrics to measuring account progressio, which tracks how target accounts move through defined buying stages (e.g., unaware to customer) for a more accurate, holistic view of revenue potential. Account progression aligns marketing and sales by focusing on ad...
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Amplify Your Executive Voice for Measurable ROI
Amplifying an executive's authentic voice on professional platforms builds trust and drives business growth by generating leads, accelerating sales, and strengthening brand authority. Thought Leader Ads (TLAs) leverage proven organic content to deliver higher engagement, more efficient ad perform...
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Build Lasting Buyer Momentum in B2B Marketing
B2B marketing success requires a shift from short-term campaigns to a persistent, relevant presence, aiming to be the first brand recalled when a buyer's need emerges by linking mental availability with buying triggers. This strategy is built on deep audience understanding and journey mapping, fo...
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Craft Content for Every Stage of Your Marketing Funnel
A strategic content plan must align with the marketing funnel to guide customers from initial curiosity to purchase, avoiding generic content that fails to address specific audience needs at each journey stage. The marketing funnel is divided into three stages: top (ToFu) for awareness with educa...
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Master Targeting with Aligned Personas & ICPs
An effective B2B strategy requires both an Ideal Customer Profile (ICP) for targeting the right companies and detailed buyer personas for crafting resonant messaging to individuals within them. A dynamic ICP improves efficiency and revenue by focusing resources on high-fit companies, while person...
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Amplify Your ABM Strategy with CTV Advertising
Integrating Connected TV (CTV) advertising with Account-Based Marketing (ABM) allows B2B marketers to precisely target high-value accounts and engage decision-makers in a high-impact, premium environment. Successful CTV for ABM requires identifying clear use cases across diverse sectors, uploadin...
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