Marketing

When I talk to marketing teams about account-based marketing (ABM), one question always comes up: which data should we trust when prioritizing enterprise accounts? With third-party cookies fading and privacy regulations tightening, zero-party data—data that customers intentionally and proactively share with you—has become a goldmine. But not all zero-party signals are created equal. In this piece I’ll walk you through the signals I’ve...

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When I started rethinking how we approach B2B acquisition and retention, one thing became crystal clear: reliance on third-party data is no longer sustainable. Privacy regulations, browser changes, and increasingly wary buyers mean we need a different approach. That's where zero-party data comes in — data that customers intentionally and proactively share with you. It’s the gold standard for both trust and accuracy, and when done right it...

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I want to share a practical approach I've used to shave weeks — sometimes months — off enterprise sales cycles. The secret? Combining real-time intent signals with zero-party data (the information your prospects volunteer) to create high-confidence, highly personalized outreach that moves deals forward faster. At B2B News (https://www.b2b-news.uk) we cover trends like this because they’re not just theoretical — they work in real-world...

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When I first stared at a pile of customer journey logs from an enterprise SaaS product, I felt equal parts excitement and dread. Those logs—clickstreams, API calls, support tickets, renewal notices—held the promise of predicting churn and protecting renewal revenue. But they were messy, inconsistent, and scattered across systems. Turning that raw trail of interactions into a reliable predictive churn model that actually secures enterprise...

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I’ve spent years helping B2B vendors translate good intentions into contract-winning proof. When enterprise buyers ask for ESG evidence, they aren’t looking for glossy brochures or vague promises — they want measurable, auditable data that ties directly to business outcomes. Below I share a practical playbook I use with vendors to build an ESG narrative that actually closes deals.Start with buyer-driven metrics, not aspirational...

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When I first started building outbound programs for enterprise accounts, I relied on a mix of gut, historical sales data, and the occasional tip from a trusted SDR. That approach worked—sometimes. But it was slow, inefficient, and left too many opportunities to chance. Realtime intent data changed that for me. It gave my team the ability to see which accounts were actively researching our category, prioritize outreach to those accounts, and...

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When I first started exploring token-based loyalty programs for B2B clients, I approached it with a healthy dose of skepticism. Tokens can sound gimmicky—especially when consumers have been inundated with points and digital badges—but the reality is different in a B2B context. If designed around clear economic incentives, contract alignment, and operational simplicity, tokens can become a powerful lever to get buyers to commit to annual...

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When I first started experimenting with account-based marketing (ABM), I relied heavily on third-party signals and broad intent data. It helped me get starts, but the experience felt impersonal and often missed the mark—especially when privacy regulations tightened and cookie-based targeting became less reliable. That's when I leaned into zero-party data as the cornerstone for hyper-personalizing account-based experiences without stepping over...

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As a B2B marketer, I know first-hand how challenging it can be to truly understand where your marketing efforts are making the biggest impact. With numerous touchpoints from email campaigns to LinkedIn ads, webinars, and direct outreach, it’s easy to get lost in a sea of data. That's where implementing multi-channel attribution comes in—a game-changing approach that can help you uncover which channels and efforts are driving the highest...

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Interactive webinars have become an indispensable tool for B2B marketers aiming to win over high-value clients. In today’s fast-paced digital world, where personal connections can be challenging to establish, webinars offer a unique bridge. They allow you to connect, educate, and engage in a way that static marketing materials simply cannot achieve. Over the years, I've discovered the immense potential of interactive webinars to foster trust,...

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