The peer networking effect: How intimate events build goodwill and strengthen business relationships
During a recent conversation with a senior marketing leader at an AI company, we discussed the benefits of events for their demand gen program. They would go weeks, even months with no contact with subsets of target prospects from either inbound efforts or direct outreach, but as soon as they sent an event invite out […]
Why conversational events build B2B sales pipeline: The power of authentic engagement
We recently hosted a dinner for a client in cybersecurity who needed to get people excited about their sometimes hard-to-understand offering. They knew who they wanted to get in front of, and we got those buyers in the room with them. But that’s not what this story is about…. In the case of this dinner, […]
Engaging senior-level IT buyers: Common mistakes data infrastructure vendors make and how to avoid them
To our B2B tech marketers and salespeople: senior-level IT buyers are constantly bombarded with sales pitches for various data infrastructure solutions, making it all the more difficult for you to effectively stand out from the noise. We know how it is, as does a midsize data lakehouse company based on the west coast of the […]
Engaging CX and marketing leaders: Mistakes to avoid in the crowded customer experience solutions market
In today’s customer-centric business environment, customer experience (CX) and marketing leaders play a critical role in driving success. As vendors of customer experience solutions, it’s essential to understand the unique challenges and priorities these decision-makers face in order to effectively engage them. In this blog post, we’ll explore common mistakes and provide tips in engaging […]
Navigating the congested cybersecurity market: Engaging CISOs and senior cybersecurity leaders
The cybersecurity market is like a teeming ocean of vendors, all begging to be noticed and given a spot on the boat with CISOs and other senior cybersecurity leaders. But the thing is, those execs have heard it all before. How do you rise above the noise? A small Singapore-based cyber company looking to break […]
7 Common mistakes made when engaging senior technology buyers (and how to avoid them)
Engaging senior-level technology buyers is a challenging task for both marketers and salespeople; we’ve seen it time and again for our clients. Fact is, the intricacies of technical decision-making and the pressure to deliver value-driven solutions to these buyers can lead to common errors. For instance, one of our clients in APAC had ambitious sales […]
Rise & fall of a sales opportunity
How Bill Lost a Deal and Won it Back This story is true. The names have been changed to protect the guilty. Part one: Chasing the suspect Bill sells data cataloging software. He had a named account list of 25 financial services accounts. He had a sense of the sorts of challenges these companies shared […]
The AI trap
AI is Magic! (Actually, no) Can artificial intelligence solve the hard problem of finding your next customer for you? We all WANT this to be true, because it would be truly game-changing. In fact, we want it so much that we’re willing to accept “black box” solutions that claim to be able to discern buying […]
Sorry, that’s not sales intelligence
Terms like “sales intelligence” and “actionable insights” get tossed around a lot, and frankly, most of it is BS. There are some big, respected data companies claiming that they offer sales intelligence to power account-based sales campaigns. Just query their database and like magic they’ll show you a list of people who have a certain […]