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Performance Marketing Is Dead — Here’s Why

Most B2B marketers track engagement and intent, but those signals don’t reveal whether buyers actually prefer their company. Learn how Forrester’s Preference Marketing Matrix combines market preference and buying group interaction to help organizations... Read more – ‘Performance Marketing Is Dead — Here’s Why’.

ABM Tiers Were Made For Yesterday’s World

For years, B2B marketers have been taught to draw lines around their audiences. “These are our strategic accounts. Those are Tier 2. Here’s our vertical program. Everyone else goes into broad-based demand.” There was good reason for this. When insights... Read more – ‘ABM Tiers Were Made For Yesterday’s World’.

Qualtrics Goes All In On Healthcare Experience Management

It’s been a busy few weeks for Qualtrics. Two weeks after announcing its XM Data & AI platform – coming in 2027 – it held an (understandably) long-delayed coming out party for its plans to dominate the healthcare industry. Although Qualtrics announ... Read more – ‘Qualtrics Goes All In On Healthcare Experience Management’.

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