AMA: Gong Performance Marketing Lead, Bhavisha Oza on Account Based Marketing

The most important "tactic" (if you may) that has worked well for me is alignment with sales on strategy before launching the campaign. And regular ongoing reviews, updat...

ABM is an upmarket play which means sales cycles are longer and the buying committee is bigger. Marketing needs to target, engage, and convert multiple persona within an ...

Content is the cornerstone of an ABM campaign. Auditing and organizing your content can be time-consuming but it is worth the effort. Once you organize your content in a ...

It really depends on campaign goals and budget. The channel mix remains the same:Top-of-funnel: programmatic display, CTV, paid social and content syndication Middle-of-f...

My rule of thumb is it helps to have at least 3 pieces of content, in different formats for each stage of the funnel.Top-of-funnel content to include a mix of analyst con...