In part two of our three part series on federal account based marketing (ABM), we’re looking at creating powerful messaging and content strategies. How does research inform content, and how can you adapt to focus on the people and messages that can make all the difference to your win rate? To find out, we’re joined by Courtney Hastings, Senior Marketing Manager, Public Sector, of data integration and analytics provider, Qlik, and Aaron Heffron, Executive Vice President of government market research firm, Market Connections.
Navigating today’s fractured customer journey
Today's buyers jump around throughout the decision process, loop in new stakeholders midstream, and often do months of research before ever speaking to sales. So why are so many marketing strategies still built around a linear sales funnel? That's why we're talking...
