John A. Steinert

Reasons to begin an Account-based approach to marketing immediately

The real key to success with pipeline impact measures is cultural. No amount of tech will convince a culture of something’s impact unless the culture is ready to accept new ways of understanding how their business reacts to different stimuli. Furthermore, reporting impact without a thoughtful examination of other effects can be dangerous since what looks positive today could also contribute negatively from another angle or over a different timeframe. At TechTarget, we try hard to think through… Show more

The real key to success with pipeline impact measures is cultural. No amount of tech will convince a culture of something’s impact unless the culture is ready to accept new ways of understanding how their business reacts to different stimuli. Furthermore, reporting impact without a thoughtful examination of other effects can be dangerous since what looks positive today could also contribute negatively from another angle or over a different timeframe. At TechTarget, we try hard to think through effects, both positive or negative, before we implement or recommend. Show less

Behavioral data's uses to accelerate pipeline

Guidance for establishing a data strategy as part of an ABM initiative

Guidance for approaching "attribution" as a diagnostic tool rather than in an effort to "credit" a department or channel.

5 specific use cases for leveraging 3rd party behavioral data to drive better B2B ROI from marketing activity.

"Leads" represent an attempt by marketing to assist sales in building pipeline. Unfortunately, many teams have developed blinders that prevent them from seeing that the leads KPIs that they are pursuing are not accomplishing that goal. This article maps out some key approaches to changing this.

Over the past several years, there are two trends in demand generation practices that we believe are symptoms of the difficulties companies experience as they try to impact the fundamental drivers of demand gen success. Both the over-reliance on high volumes of data and brute-force processing with marketing automation and/or tele-heavy cadences may seem like they’re having an impact — but they aren’t getting at the root causes of the problem.

Rather than getting caught on these… Show more

Over the past several years, there are two trends in demand generation practices that we believe are symptoms of the difficulties companies experience as they try to impact the fundamental drivers of demand gen success. Both the over-reliance on high volumes of data and brute-force processing with marketing automation and/or tele-heavy cadences may seem like they’re having an impact — but they aren’t getting at the root causes of the problem.

Rather than getting caught on these treadmills, successful marketing organizations recognize that improving their access to better insights enables them to focus more energy on the relevance of the interactions they have with their target audiences. In this way, they are making each campaign, each email and each telephone conversation better for their prospects and their pipelines alike. Show less

7 ways to leverage behavioral data into higher performing demand gen whether executed by marketing our outbound inside sales teams.