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  • Prioritizing and Scoring Your Target Accounts

    Sales, marketing, and success leaders. Think about your ideal customer and turn to your left and right. Do your GTM colleagues have the same ideal? Too many GTM teams are out-of-sync, and it often starts right here – with the ideal customer. When there’s little agreement on which companies to target, you end up with:…

  • Free Marketing Plan Template

    Context for the Template This section describes how I generally think about a marketing model. Feel free to skip this section if you’d like to plunge directly into the marketing plan template. In this model, there are five elements. They  are: Let’s talk through each of these elements in a bit more detail. The MONEY…

  • What is the right number of accounts for Account Based Marketing?

    Account Based Marketing and Selling has a numbers challenge at its core. As a strategy, ABM is a vital way to narrow your focus and maximize your resources. But what’s the right number of accounts to include in that target list? Starting from a total addressable or serviceable market is the right approach. Then, use…

  • Value > Cost + Risk + Effort

    “I showed the buyer why my solution was so valuable. We had clear, provable ROI. So, why didn’t they move forward?” That’s a pretty common hangup for marketers and sellers. We think that because we’ve demonstrated value the conversion to an SQL should happen. And that SQL should just keep on marching through to close.…

  • Using Internal Data for “Higher Intent”

    Stuck deals are everyone’s problem these days. Slow-moving, stalled opportunities that sellers can’t unlock. Internal politics, lack of perceived value, and prioritization are all major issues. An approach that go-to-market teams can turn to is to take the next step beyond “buyer intent” to “higher intent” data. Higher intent data is the intelligence that comes…

  • Why stop at Buyer Intent when you can get to Higher Intent?

    Yesterday I laid out why Buyer Intent is powerful, but has its limitations. 1. Much of the data is also in your competitors’ hands. So, you’re back in the same loop of competing against the noise of other vendors. 2. When the data is more specific to your business (e.g. website visits, content engagement, or…