In this interview, Angela Borseti, Senior Marketing Manager at OpenText, explains how modern marketing has become a strategic growth engine within integrated GTM models. She highlights global-regional alignment, the shift from lead volume to account-based value, revenue-focused metrics, AI-powered d...
Most B2B marketers have more data than ever before, yet many still struggle to turn it into meaningful insights. That’s where marketing analytics becomes a game-changer, transforming raw numbers into clarity, direction, and smarter decisions. In a landscape defined by long buying cycles and high-sta...
B2B marketing has always been a challenging endeavor, marked by longer sales cycles, complex buying groups, and the constant need to prove ROI. This inherent complexity is precisely what makes Artificial Intelligence (AI) a truly transformative strategic lever. The B2B marketing landscape is undergo...
What if you could see the future of your B2B business? Predictive analytics makes that possible. This technology moves companies beyond simply reacting to past events and gives them the power of foresight. By applying statistical algorithms and machine learning to historical and real-time data, busi...
The way B2B companies approach marketing has transformed. Traditional broad-based campaigns no longer deliver the precision or ROI that businesses require. Account-based marketing (ABM) offers a targeted, value-driven approach focused on engaging high-value accounts. However, while ABM delivers meas...