peter isaacson

  • 3 ways intent data is getting better for B2B marketers

    Several years ago, “Big Data” became one of the hottest trends in marketing. Everyone had to harness it, use it and somehow profit from it. But quickly, B2B marketers realized that Big Data wasn’t an end in itself, but a means to accomplishing things. Flash forward to 2017: Harnessing the power of massive amounts of data still has a ton of promise, but the actual results jus ...

    Marketing Land- 17 readers -
  • 4 reasons the Demand Unit Waterfall is perfect for ABM

    Just last month, SiriusDecisions unveiled its new Demand Unit Waterfall, which provides an innovative framework for managing leads across the full sales and marketing funnel, and it seemed as if everyone around me couldn’t stop talking about it. What really excited me was that the new waterfall takes (finally!) an account-centric view of the world.

    Marketing Land- 17 readers -
  • The future of B2B marketing: ABM and AI

    If you’ve been in marketing for a while, you’ve probably come across a copy of Don Peppers and Martha Rogers’ book, “The One to One Future.” (If you haven’t, it’s a good read for any B2B marketer.) Written in the 1990s, the book painted a bright future — one where marketers could connect with their audiences on a more personal, one-to-one level.

    Marketing Land- 22 readers -
  • 3 ways artificial intelligence is transforming B2B marketing

    We’re just a couple of months into 2017, and you may already be sick of hearing about the latest overhyped marketing trend: artificial intelligence (AI). Before you sigh and think, “Really, another one?” let’s take a few minutes to explore how this trend will actually translate into results for your company.

    Marketing Land- 24 readers -
  • Why B2B marketers should care about whitelisting

    A company’s most valuable asset is often its brand — so brand safety is a big concern for most businesses. No brand wants its products associated with hate speech, porn or extreme politics, which is something that marketing technology companies understand and deal with on a daily basis. While industry experts are still debating which method is best for ensuring brand safety ...

    Marketing Landin Display- 23 readers -
  • How to get budget for your account-based marketing programs

    As each day passes, B2B marketers are hearing more about Account-Based Marketing (ABM) from every direction. Over the last 18 months, the concept has taken root and developed into more than just the topic du jour as early adopters report tremendous success with the strategy and the technologies that support it.

    Marketing Landin How To's- 16 readers -
  • The wonderful, horrible world of creating a new product category

    Helping create a new technology category is unquestionably one of the most satisfying experiences of my career. It’s also one of the hardest, most frustrating and uncertain experiences of my career. Sometimes, an idea barely makes it out of the gate. Years ago at Adobe, we tried to create a category called “Network Publishing.” It was a great idea. That nobody else got.

    Marketing Land- 6 readers -
  • How B2B marketers can win the battle for attention

    We’re all competing to capture the attention of our best prospects and customers, and, let’s face it — that’s no easy feat. We’re bombarded daily with information from all sides and individually choose to let in what we care about in the moment and block out anything that just creates overload. With research and buying habits from our personal lives bleeding into and influen ...

    Marketing Land- 9 readers -
  • The ABM view from the other side of the pond

    A few weeks ago, I had a chance to spend some time in London to discuss the impact of technology on Account-Based Marketing (ABM). I’m pretty familiar with the UK market and EMEA (Europe, the Middle East and Africa) in general, having traveled there 30-plus times during my days at Adobe. I have always enjoyed my trips to the UK.

    Marketing Land- 7 readers -
  • 3 B2C Strategies You Can Eliminate When Doing Account-Based Marketing

    For years, B2B marketers have been obsessed with broad-scale lead generation. According to a survey of the B2B Technology Marketing Community on LinkedIn, the number one challenge (61 percent) for B2B marketers is “generating high-quality leads.” We’ve planned, implemented and executed campaigns with the sole purpose of generating a bulk of inquiries at the top of the funnel — hoping that 0.

    Marketing Land- 12 readers -
  • The ABM Maturity Model: 4 Keys To High-Performing Account-Based Marketing

    “Account-Based Marketing is the new black.” “Account-Based Marketing is on fire.” “Account-Based Marketing is the hottest marketing trend since inbound.” “Account-Based Marketing will solve global warming.” Okay, the last one was a stretch, but the first three lines are actual quotes from recent articles discussing Account-Based Marketing, or ABM.

    Marketing Land- 17 readers -
  • 4 B2B Marketing Predictions For 2016

    As we move into a new year, you read a lot about predictions. Being a CMO, I normally come up with my own, but this year, instead of consulting my crystal ball, I thought I would do something a little bit different. So a few weeks ago, I brought together marketing leaders from New Relic, Atmel, Red Hat and Linqia in a Twitter Chat (#b2bcmochat).

    Marketing Land- 16 readers -