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Sonjoy Ganguly

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The winning data-sourcing approach for mid-market companies

If we are talking straight as B2B marketers, it’s pretty clear that, while we all know about the importance of customer data, there’s a data sophistication curve in our ecosystem. That is, we all get it, but we don’t all have it. For example, many SMB B2B marketers start and finish with IP…

Content nurturing for ABM: Moving from theory to practice

Here is a scene that’s all too familiar: Your Sales and Marketing organization has bought into an  Account-Based Marketing (ABM) approach — adopted the mindset, organized, suited up on the tools set. You’ve embraced the principles of content nurturing in order to attract, engage and convert the…

Mastering nurturing in an always-on world

Like most B2B marketers, your challenge is threefold: The consumer’s day has changed; martech is maturing; and so is the B2B sales and marketing landscape. For one, the consumer — and in the B2B marketplace, the prospect or decision-maker — is always on and has the tools to be so. Focusing on B2B…

How to approach your B2B marketing like an NFL quarterback

As a New York Giants fan, I can’t wait for the NFL season to start in September. There’s something amazing about watching a quarterback like Eli Manning call a play and then suddenly seeing the team perform in perfect unison (maybe not always!) to advance on the field toward the end zone. As…

Calling all B2B sellers and marketers: Business as usual is holding you back

“If you always do what you’ve always done, you’ll always get what you’ve always got.” This is the statement I made to my wife while we were dating, when she had concerns about my history of commitment issues. Sounds self-evident, doesn’t it? But, seven years and two kids later, it’s clear that this…

B2B CMOs and CIOs: It’s time to rethink data management

In digital media and advertising, data management platforms (DMPs) have become an essential tool that “ingests, classifies, sorts and houses information, and then delivers it in a way that’s useful for marketers, publishers and other businesses.” But for B2B marketers, these tools have a major…

Meet today’s CMO: Multisport athlete 

The CMO’s role has been continuously evolving. The sheer volume and the speed of access to information have prompted a shift in B2B purchasing behaviors. With new channels and platforms regularly entering the landscape, the underlying technologies have evolved to follow an increasingly complex…

Call to B2B marketers: Job titles matter more than you think

Account-Based Marketing (ABM) is a powerful way to target decision-makers inside your target accounts. However, your ability to reach the right people depends on your data quality and the tools set to achieve your goals. But there’s still a wrinkle when it comes to understanding data as it relates…

Why ABM has become a critical strategy for B2B marketers

At least 62 percent of B2B companies surveyed this year have a full Account-Based Marketing (ABM) program in place, compared with 41 percent in 2016, according to SiriusDecisions. Those who have found religion when it comes to ABM would even say it’s mission-critical. That same SiriusDecisions…

‘Marketing doesn’t drive revenue, sales does’ (and other myths)

“Marketing doesn’t drive revenue — sales does.” Sound familiar? I can’t tell you the countless clients I have worked with who have made statements like that, illuminating their company’s narrow perspective on marketing as a cost center, not a revenue center. As I should hope we all know, no…

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