Account Based Marketing

B2B buyers no longer follow a straight line to purchase. Most of their research happens anonymously, across channels, over extended...

Connecting buying group signals is only the first part in understanding buying group purchase behaviors. The harder question is knowing when the signals you’re seeing add up...

If your marketing team is generating plenty of marketing qualified leads (MQLs) but pipeline still isn’t progressing as expected, the problem may not be lead...

For decades, marketers have treated the marketing qualified lead (MQL) as the clearest signal of account interest. A prospect downloads a white...

Marketers have more data and more measurement tools than ever, yet research from Madison Logic and The Harris Poll finds...

Marketing’s job has changed faster than the way most organizations invest in it. Marketers are now expected to operate as a revenue function—not just a demand-generation one—which means every...

Marketing has never been more accountable. Today’s leaders are expected to prove pipeline contribution, justify every dollar of spend, and...

Marketing has entered an era where revenue accountability is part of the job description.  According to Madison Logic’s latest Harris Poll...

HubSpot can tell you when pipeline is created. What it cannot always show is everything that helped move an account there.  For...

Millennials helped usher B2B buying into the digital era. Gen Z is taking it a step further.  As more Gen...