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How to Use Marketing Technology to Build Customer Trust
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How To Build A Data-Driven Demand Gen Engine
Whether it’s your first time building a demand gen engine or you’re adjusting your engine to changes in business strategy, you’ll need to quickly recognize similarities and differences each time – GTM culture, starting points, team resources, available tools, immediate objectives and more.
In this e-book, explore the key considerations for how to begin, grow and continuously optimize a complete demand gen engine while staying responsive to changing business conditions as you go.
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Solving the intent data puzzle: Where to start building your marketing strategy
Intent data has started to mature as a distinct offering, with unique potential that positions it to be particularly useful in the era of digital marketing.
Yet when it comes to realizing the value of this new data source, many organizations are hesitant to move quickly on it. There’s a lot of confusion around where to start with intent data and especially around how it can be most useful to improving the bottom line.
In this e-book, take a close look at intent data against the larger backdrop of B2B digital transformation, and learn how companies are developing their own intent data strategies.
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Out with the old: Moving beyond MQLs
Historically, Cornerstone practiced traditional demand gen marketing, which saw Marketing only going just beyond surface deep into the funnel, without much concern with pipeline or downstream revenue.
However, Cornerstone has uncovered the fundamental problem with this approach; an MQL does not equal an opportunity. For every 1,000 leads generated, they would deliver a handful of buying units that would, at best, deliver a few opportunities.
Explore in this e-book Cornerstone’s journey from legacy demand to full-funnel, intent-fueled account-based marketing (ABM), and discover how they realigned Sales and Marketing systems to realize the full potential of ABM and drive sustained success.
