For the most part, you only understand who your customers & prospects are after they self-identify. You might have some information from lead generation content, but most of the visitors on your site are just traffic. B2B companies invest millions in demand gen and then instantly lose visibility into how buyers actually engage with their site, content, and products. This leads to missed conversions, poor marketing attribution, and the same digital experience for your inherently unique visitors
Since its inception in 2005, accelerator Y Combinator [http://ycombinator.com] has helped fund, advise, and build over 1,400 companies. Some of these have gone on to become billion-dollar household names—Airbnb. Stripe. Zenefits. Dropbox. And a few have also died along the way. We wanted to understand these trends and see what makes a YC company. To do that, we have analyzed data on over 1,000 of these companies to see what they do, where they are, and how they work. Here's what we found. The
Ask 10 marketers or sales leaders to define Account Based Marketing (ABM) and you’ll get 10 unique and conflicting responses [http://business.linkedin.com/marketing-solutions/blog/linkedin-b2b-marketing/2016/what-is-account-based-marketing--10-definitions-from-the-experts] . As the definitions of ABM are ambiguous and quite varied, let’s agree to define Account Based Marketing as this: a simple approach that aligns sales and marketing teams on the same pre-defined target accounts. In practice
Location still matters for startups. If you are in fashion you should probably be in Paris or New York. If you're in film you most likely need to be in Los Angeles. And if you're in tech, you should still probably be in Silicon Valley (based on the data below). San Francisco, and the greater bay area, is still the dominant hub for tech startups. Other hubs around the world are growing rapidly, and even surpassing SV in some categories, but Silicon Valley still reigns supreme by almost every met
When you’re in the API business, marketing can be tricky. Your product is built for developers, but they may not always be the decision makers. To make the sale, you often have to win over a whole organization. That means getting all key stakeholders (not just developers) to try your product. At Clearbit, we've found that the best way for people to try us out has not been directly through our API—it's been by giving away free tools that show what's possible. Heads up - this is a long one. We'l
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