The quest for go-to-market (GTM) alignment is a never-ending journey for B2B companies as evolving buyer behavior necessitates constant adaptation from go-to-market teams.
In the 2000s, the rise of content marketing and SEO marked the One-To-Many Wave, focusing on offering valuable content to buyers but unintentionally creating pressure on leads.
The 2010s saw the emergence of Account-Based Marketing (ABM) as a response to long sales cycles, ultimately fostering collaboration between sales and marketing teams.
The early 2020s initiated the Hybrid Consumption Wave, prompting B2B companies to leverage personalized content and intent-based data to engage buyers effectively.
Collection
[
|
...
]