The Intersection Newsletter
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Don’t be boring: 5 ways to have fun with B2B social
Ever find yourself trying to convince people that B2B marketing is fun? Welcome to the club. But can we blame them when boring is the stereotype? People notoriously pin B2B
TOFU is for Pad Thai, not your marketing strategy
Of all the marketing jargon, one of the most common is the concept of the funnel. Enticing audiences with awareness, then consideration, and finally conversion. The problem is, buying almost
Meet your future buyer: Gen Z
I was born in 1999, positioning me as part of Generation Z, the generation that grew up online. At age 6, my favorite games were Webkinz and Club Penguin. At
Day in the life of a Global CIO: Annie Baymiller, Owens Corning
Owens Corning is a global building and construction materials leader committed to building a sustainable future through material innovation. And much of that innovation is enabled by technology. Annie Baymiller, the company’s Global CIO and…
Connected data, connected teams: How intent data aligns sales and marketing
The alignment problem The reality is sales and marketing misalignment is extremely common. So common that only about 8% of B2B organizations have actually aligned their teams successfully through collaborative
Intent activation guide
Get more from your intent data Intent data is a powerful tool for marketers and salespeople looking to drive revenue for their organizations. However, actually making intent data actionable is
If intent data is the foundation, engagement is the whole building
As a marketer, your goal is to learn enough about your prospects to facilitate productive conversations that drive growth. So how do marketers use intent and engagement insights to reach that goal?
A glimpse into the regional differences of the tech purchase process
Technology innovation and dependence have seen steady growth in recent years. Foundry’s 2023 Role & Influence of the Technology Decision-Maker Research highlights the influence that IT decision-makers (ITDMs) play in
Exploring the tech purchase process by specific tech solutions
The list of technologies that organizations have at their disposal is never ending, ranging from cutting-edge cloud solutions to sophisticated data and analytics tools. It’s evident that technology plays an
Must-ask RFP questions and template
One award, multiple contenders. How do you choose the right vendor when evaluating a marketing RFP? The best relationships are formed with evaluation in both directions. You need to be
Generative AI has a role in journalism. But it’s not what you think.
At Foundry, 100% human-generated editorial will continue to be our standard. So where are we fitting in Gen AI?
Marketing for trust in the AI era
Robots aren’t coming for your job, but they are meddling with brand trust The next 2-3 years look to be a remarkable transition in B2B marketing that will define the
Is the MQL undermining marketing?
When sales and marketing lack consensus, opportunities get left on the table On an almost weekly basis in our organization, in reviewing our campaign progress and numbers for the month,
Navigating obstacles in partner marketing: Lessons learned at a dinner discussion in Silicon Valley
I recently had the pleasure of hosting a roundtable dinner discussion which included senior partner marketers from Atlassian, AWS, Google Cloud, NetApp and ServiceNow. With all companies battling the economic
I Broke the internet
Brian Stoller, Chief Marketing Officer, Foundry an IDG Inc. Company At a recent dinner I attended, Universal McCann’s Chief Media Officer Joshua Lowcook made an argument that the internet was
Understanding digital business maturity levels is critical to better marketing
Digital transformation is an overused term, but there’s little doubt that most organizations are transforming at least some part of their business with digital technologies. In the 2023 edition of
Insight into the technology purchase process – who’s involved and the sources they rely on
Despite continued economic pressures, technology budgets appear to be “recession proof” as 88% of tech buyers say their budgets will either increase or remain the same over the next 12
The AI-powered search wars: publishers with genuine audiences will thrive, while the clickbait media will die
The ChatGPT release in November 2022 began an AI mad frenzy. Publishers are beginning to rethink their strategy after Bing integrated OpenAI and Google launched its own version called Bard.
Intent data FAQs
B2B organizations continue to push the envelope and find better ways to act on intent data insights, and in turn, buyers are being reached quicker and having their businesses’ pain
Intent by the numbers: stats & what they mean about the power of intent data
Continuing our Mastering Intent Data Series, this week we’re considering intent data statistics, and what the future looks like for the use of intent. The self-serve buying journey 87% of buyers want
First-party, second-party, third-party intent data: what’s the difference?
Mastering intent data In recent years, B2B buyer journeys have become increasingly complex and nonlinear. With buyers gathering information across many channels between product sites, review sites, social media, webinars,
The top 3 lead gen challenges currently faced by APAC marketers
As budgets tighten and targets increase, now more than ever can we see a global shift towards increasing efficiency by identifying methods to produce a consistent pipeline of quality leads
4 ABM metrics that should matter to sales
If you’ve ever navigated a cross-country journey with a paper map and a passenger who likes to stop for directions, you are not alone. The B2B buyer’s journey is more
How sales teams turn conversations into conversions
Psychologists say it only takes 7 seconds to make a first impression, and nobody recognizes the importance of first impressions more than salespeople. However, with today’s intent data and machine
Three ways ABM increases sales productivity
For me, productivity doesn’t hit until I’ve had my morning cup of coffee. In comparison, I like to think about ABM as a cup of coffee for sales. Using an