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The Business Reasons to Move Beyond MQLs Towards Buying Groups

The Business Reasons to Move Beyond MQLs Towards Buying Groups

For some three decades, leads-based demand gen models and the classic Marketing Qualified Leads (MQLs) concept have formed the bedrock beneath many B2B demand gen practices. The problem is that MQLs don’t provide sellers what they really need to be successful: Clear evidence of prioritizable demand.In this e-book, we’ll examine ...

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A Guide to Better Storytelling in Webinars

A Guide to Better Storytelling in Webinars

Explore the elements of good storytelling and how to use that to shape your webinars for better audience engagement.Webinars and webinar series are powerful content formats because they enable marketers to deeply engage more target buyers over time on a particular topic. As with any content, tech buyers are incredibly ...

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The “Buyer Values” Secrets to Breaking through in B2B Tech Marketing

The “Buyer Values” Secrets to Breaking through in B2B Tech Marketing

New B2B technology has created “solution overload” for buyers. Even the most informed specialists are overwhelmed. At the same time, the buying group keeps getting bigger. And the buyer’s journey keeps changing. Today’s buyers are self-reliant self-educators who believe they don’t need your help shaping their purchase criteria or to ...

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Three Ways to Revive Declining Demand Gen

Three Ways to Revive Declining Demand Gen

Many savvy marketers have a go-to playbook, i.e., a collection of demand generation tactics, that has historically delivered results. Interestingly, over the past five years, it’s become increasingly clear that the traditional tactics aren’t working like they used to. Thanks to changes in the macroeconomic environment, digitally focused buying behavior ...

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Could BANT Be Killing Your Business?

Could BANT Be Killing Your Business?

When BANT (budget, authority, need, timing) was introduced decades ago, buyers relied on calls to get to know a business’s offerings. Now, in today’s rapidly evolving B2B technology purchasing landscape, where innovation and complexity are the norms, relying solely on the traditional BANT model can be a limiting strategy.  In this white ...

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Getting the Most ROI Out of Your Webinars

Getting the Most ROI Out of Your Webinars

A guide to further your webinar program ROI by driving engagement with webinar attendees before, during and after the live date. B2B buyers want more content, and in return, marketers must find new ways to fuel their content engine. Of course, every marketing organization experiences resource restraints in some form or ...

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Editor’s Picks

Don’t React to Audience Trends. Predict Them.
POV

Don’t React to Audience Trends. Predict Them.

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Marketers: Weird Is Back, Embrace the Absurd
POV

Marketers: Weird Is Back, Embrace the Absurd

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[Ft. Pfizer] How Do You Use Brand Storytelling to Build Lasting Trust With Your Audience? | Into the Funnel
POV

[Ft. Pfizer] How Do You Use Brand Storytelling to Build Lasting Trust With Your Audience? | Into the Funnel

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How to Create Ownable Conversations: A Step-by-Step Guide to Engaging with Niche Communities
How To

How to Create Ownable Conversations: A Step-by-Step Guide to Engaging with Niche Communities

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