Archive | February, 2016

TDA Group: Account-based marketing: Is it all hype?

By Nicole Sommerfeld The term “account-based marketing” (ABM) is on my radar. It has turned up with increasing frequency in the past few months—at events, in webinars, on Twitter, and in my inbox—with emails from companies selling ABM automation. The term is clearly gaining momentum. The marketing world has evolved rapidly in recent years with […]

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Lyft vs Uber: When Brand Marketers Ruin Marketing

I’ve been an Uber user for years. When I first discovered the app it completely transformed the way I traveled. I no longer had to worry about whether I could get a cab or whether they accepted credit cards. It wasn’t surprising if I dropped over $500 a week on Uber when traveling for Salesforce […]

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Why You Must Embrace Continuous Rapid Improvement or Slowly Die

The rate of change we experienced at ExactTarget between 2012-2014 was mind-boggling but could never compare to the earlier days of the company. Over the past year at OpenView,  I’ve learned that the period of time between early stage and expansion stage for a software company is rapid, stressful and continuous. Not to say that […]

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TDA Group: Turning tough-to-explain technology into sales

By Nicole Sommerfeld The engineers at your high-tech company are very excited—a more efficient process, better speeds and feeds, or compliance with a new protocol that calls for a big new marketing push. But how can you make it sound exciting to your company’s customers? Here are four ways TDA transforms complexity into compelling messages […]

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