Skyword

Skyword Inc. | February 02, 2017

Claire is a content strategist at an enterprise B2B company. While reviewing her 2017 content strategy budget, she feels an all-too-familiar pressure in her chest. She’s cutting it close, with barely enough money to fund all her campaigns for the year. Because of her company’s recent switch to account-based marketing, all the campaigns target specific audiences—none of which seem to be connected....

Skyword | August 24, 2018

B2B marketing has traditionally focused on the features (i.e., the logic) of the product, while B2C focuses on the benefits (e.g., “you may not need it but you should want it”). While we tend to think of B2B as formal and serious (think speaking engagements, white papers, and case studies), in reality, B2B companies are just as concerned with building brand awareness and demonstrating benefits for buyers. Using B2C tactics, which tend to be emotional rather than rational, can ...

ACCOUNT BASED DATA

Marketing Tech News | January 13, 2020

Though 80% of senior decision makers in the UK rate their customer service as ‘excellent’, their customers aren’t feeling quite the same. Our report ‘The Good, The Bot and The Customer Experience’ found there is a significant disconnect between what customers expect and what brands think they are delivering. In fact, a whopping 91% of UK consumers say they have been left feeling frustrated by the customer service they receive, with top grievances including being lef...

CORE ABM,ABM ACCOUNTS

DECK 7 | January 13, 2020

DECK 7 is proud to present an exciting interview with the Co-Founder & Chief Evangelist at Terminus, Sangram Vajre. He is an author, keynote speaker, 3x CMO, host of the daily #FlipMyFunnel podcast, entrepreneur and category maker. Sangram has been a driving force behind the success of Terminus and building the ABM subcategory of marketing technology. Before co-founding Terminus, Sangram was Head of Marketing at Pardot through its acquisition by ExactTarget and then Salesforce. A contributin...