In today’s fast-paced and competitive tech landscape, understanding the mindset of tech buyers is essential. These decision-makers are navigating an overwhelming sea of options while balancing the need for innovation with practical business goals. Their purchasing decisions are driven by logical ana...
Marketers love talking about conversion, but if you’re not part of your ideal customer’s consideration set from the very beginning, you’ve already lost. In today’s crowded B2B landscape, where buying committees are larger, journeys are longer, and most research happens in the dark funnel, bran...
By
Kaya Adams
Riccardo Sponza, a seasoned global marketing leader, shares his journey across EMEA and APAC, driving brand awareness, demand generation, and customer marketing. He dives into aligning marketing with sales and customer success, leveraging AI and intent data for ABM, and balancing brand-building with...
