Account-based marketing is growing in popularity in the business-to-business (B2B) tech industry, as vendors and service providers look to target their sales and marketing efforts more accurately.
Over the 15 years that we have been helping tech businesses with marketing content, vertical marketing is a theme that comes and goes regularly. However, marketing is only one part of a vertical strategy that needs to involve the entire organisation.
How do we make all this new marketing analytics and automation actually drive demand generation?
Content can be the glue that integrates the digital customer experience.