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  • How to Use Firmographic Data to Build a Target Account List

    If you’re not desperately interested in defining and evolving your Ideal Customer Profile (ICP), then your strategy is going to be wildly off-course. But you need to turn that profile into an actual list of companies you want to target. How? Last week I went through an approach that I use. It relies on three…

  • How to Weight Your Target Account List Measures

    Building your list of target accounts from your ideal customer profile should be a priority for any marketer. Whether you’re doing Account Based Marketing or not. As I posted about yesterday, I like to break up the target account list into three elements: Firmographic, Receptivity, and Readiness.  Before I break down those scoring buckets in…

  • Building Your Ideal Customer Profile Target List

    The traditional SIC-code approach to building a target account list just doesn’t work for marketers anymore. It’s gotten derailed by the tidal wave of vendors targeting the same people and the impossibility of targets to process what’s coming at them.  Of course, identifying your target account list doesn’t start in a database tool. It starts…

  • Marketing’s Awesome Sales Kickoff Deck

    Sales has wrapped up another quarter and it’s soon going to be time for a new quarter kickoff. What does marketing do for it? Well, if you’re a marketer running through a deck filled with self-backslaps, you’re doing it wrong.  Here’s a suggested framework for how you can make the greatest marketing Sales Kickoff deck.…

  • An Outbounding Story

    My first sales job (aside from pitching my snow shoveling empire) was in outbound sales. So much has changed, but something key hasn’t.  My friend, and colleague for the summer, and I pitched market research services to local businesses. A service that we’d then conduct. Sitting in a small, stifling office at our university, we’d…

  • Succeeding by Partnering with Success

    Are you getting all you can from your Go-To-Market colleagues? Stop with the give, give, give. See what you can get from your relationships.  As I talked about on Monday, marketing, sales, and success should align to best contribute to the GTM flywheel. So, should you just stay in your lane? Of course not, as…