Winning the race to profitability with a dynamic ICP

Your customer base is the single greatest determinant of your future success. In the competitive world of B2B, you’re in a race for profitability. Your technology might give you a temporary edge, but competitors will catch up. What truly sets you apart is your ideal customer profile (ICP). Done right, it’s your catalyst for sustainable…

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Lessons learned from martech wins

I am not a brilliant fella, but I have moments of brilliance from time to time. Here are a few moments of martech brilliance that are worth sharing. Vendor expressing concerns I once worked on a complex multi-system project involving several existing vendors. One valued vendor was taking on a new role, which understandably raised…

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6 B2B paid media platforms where you can advertise effectively

Choosing the right paid media channels is key to B2B advertising success.  This guide covers the best PPC platforms — Google, LinkedIn, Microsoft, and more — plus expert tactics to reach decision-makers and drive results. 1. Google Search Google is an effective way to reach B2B decision-makers when they are actively searching. But how do…

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