Operations
In-depth ABM: What it means to get inside of opportunity and why it’s important
The rise of account-based marketing has spurred a shift in how marketers think about accounts. How to develop this more nuanced and effective approach.
Sonjoy is the SVP, Product Management at Madison Logic, with over 25 years as a veteran product management executive. With extensive experience in the media, financial and professional services industries, Sonjoy came from Deloitte in their Strategy, Brand & Innovation division, managing the definition and execution of new product strategies to identify and cultivate new ways the firm’s practices and its clients can adopt new technologies to create innovative, market leading solutions at scale. Sonjoy attended New York University’s Stern School of Business and spends his off hours with his wife, raising their 2 young children (and still praying for a good night’s sleep, and maybe a good glass of scotch).
Data
The 4 V’s of B2B marketing: How a focus on velocity over volume can deliver richer returns
Contributor Sonjoy Ganguly explores ways B2B marketers can focus their marketing strategies toward achieving lead-generation volume, velocity, value and variability.
Data
The winning data-sourcing approach for mid-market companies
If all of the developments regarding third-party data have you re-examining your options, check out Sonjoy Ganguly's advice on how to proceed.
Data
How mid-size companies can adopt the enterprise mindset to win accounts
How can you step up your marketing efforts and punch well above your weight class? Contributor Sonjoy Ganguly says it's all in the strategic approach.
Performance
Content nurturing for ABM: Moving from theory to practice
It's easy to talk about using content to move prospects through the purchase funnel. Contributor Sonjoy Ganguly explains how to turn talk into action.
Experience
Mastering nurturing in an always-on world
Contributor Sonjoy Ganguly explains how to win today’s B2B decision-maker by knowing exactly how to use one key strategy.
Performance
‘Marketing doesn’t drive revenue, sales does’ (and other myths)
Gone are the days when sales took all the glory after closing a deal. Columnist Sonjoy Ganguly believes marketing and sales need to work hand-in-hand to effectively drive ROI.
Data
‘Always On’ is at the heart of every ABM strategy — here’s why
For some it won't be an easy transition, but contributor Sonjoy Ganguly says the days of campaign-based marketing are over.
Performance
Call to B2B marketers: Job titles matter more than you think
While ABM can help you target the key decision makers in your accounts, job titles aren’t always what they seem. Columnist Sonjoy Ganguly explains how to factor hierarchy into your ABM strategy.
Operations
Why ABM has become a critical strategy for B2B marketers
As more organizations hop on the Account-Based Marketing bandwagon, columnist Sonjoy Ganguly discusses the underlying reasons it's becoming a necessity in the B2B marketing space.
Management
Meet today’s CMO: Multisport athlete
Thanks to martech, the CMO's role is dramatically shifting. Columnist Sonjoy Ganguly shares tips for how you can train and win in today's hypercompetitive marketing landscape.
Management
How to approach your B2B marketing like an NFL quarterback
You need to have your eye on the whole field -- the big picture -- to successfully capture and nurture B2B leads, argues contributor Sonjoy Ganguly.
Performance
Calling all B2B sellers and marketers: Business as usual is holding you back
Are you clinging to outdated marketing approaches and technologies? Columnist Sonjoy Ganguly says it's time to shake things up and unlock ABM's potential.
Data
B2B CMOs and CIOs: It’s time to rethink data management
Effective data management is critical to B2B digital marketing success. Columnist Sonjoy Ganguly explains how implementing a rich, B2B-focused data structure and collaborating with the right strategic partners can make all the difference.