Eating your own martech
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Ad agencies are notoriously poor at applying their craft to their own brands, but martech companies don’t have that problem. Marketo and Hubspot are masters of inbound marketing, in which brands draw potential customers to them with tactics such as content marketing and search optimization. Salesforce is really good at using Salesforce to sell itself. And DemandBase, a leader in so-called account-based marketing, or focusing on key prospects instead of industries, is particularly adroit at creating campaigns that apply all of the tactics it advocates.
In my conversation with Peter Isaacson, the chief marketing officer at DemandBase, he shares many of the lessons the company has learned as it grew. They include involving sales from day one, proving effectiveness with a pilot effort, appreciating prospect “anonymity” and ultimately nailing down the signals that suggest customers’ intentions. And just in case you shared my fear that ultimately all of this precision tech could lead to the death of ideas, Isaacson offers hopeif not evidenceto the contrary.
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