Debunking Five Analyst Relations Myths

Analyst relations is easily the most misunderstood function in marketing. I’ve been involved with analyst relations — or AR — for over a decade, working on dozens of Gartner Magic Quadrants and Forrester Waves. I’ve experienced the impact that analyst relations, when done well, can have on growth. And I know how much time and effort it takes to […]

Predictive Account Based Inbound Agile Marketing Automation

We’ve hit peak Account Based Marketing. I’ve received 5 emails this week from vendors extolling the virtues of ABM. I’ve been invited to one dinner, two lunches, received a $50 Amazon gift card, and was told by Marketo that “According to 97% of marketers, account-based marketing (ABM) achieved a higher ROI than other marketing initiatives.” […]

When Marketing Personas Fail

Marketing personas are those fictional people with the clever names like Statistical Stephen at RapidMiner or Marketing Mary at HubSpot. Personas are formed through extensive quantative and qualitative research, and who represent the ideal prospects for your product. Goofy names aside, complete getting alignment across your target personas and more broadly across your entire customer […]

How to Send Almost Anything to Microsoft Teams using Webhooks and Zapier

Microsoft Teams is set to take on the new breed of collaboration apps like Slack and Hipchat. Each collaboration area is called a Team — and each Team can have multiple channels. Within a channel you have all the basics like chat (with emojis!) and document sharing, but it really gets interesting when you connect Teams to […]