For those of you still reeling from all the activity this year, I thought I’d take a few minutes to recap some of the biggest headlines in B2B marketing and shine a light on how these trends will continue to develop in 2018.
ABM went mainstream
Account-Based Marketing (ABM) has been a hot topic for quite some time now, but 2017 was really the year we saw it move beyond the early adopters and cement itself as a critical strategy for driving growth. As more marketers made the move to ABM, the conversation moved from the elementary “why ABM?” to the more actionable “how can I do ABM” and “how can I do it better?”
[Read the full article on MarTech Today.]
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About The Author
Peter Isaacson has over 25 years of marketing experience in both B2B and B2C marketing, ranging from branding, advertising, corporate communications and product marketing on a global scale. As CMO for Demandbase, Peter is responsible for overall marketing strategy and execution, including product, corporate and field marketing. Prior to joining Demandbase, Peter was CMO at Castlight Health, helping to scale the company and build the marketing team prior to its successful IPO. Peter got his start in advertising, working at agencies in New York on accounts ranging from Procter & Gamble to Compaq computers.