Posts by Janet Choi

If you don't add awareness campaigns to your B2B paid strategy, you'll run out of demand to capture. Learn how to set awareness ad goals, get buy-in, and measure success.

Learn what total addressable market (TAM), ideal customer profile (ICP), and buyer personas are, how they're different, and why they drive strategic growth.

See how we built an attribution model that combines data from 10+ different sources to provide a single view of all our customer and lead journeys — enabling reporting, more relevant conversations, and insights to improve marketing.

Mastering speed to lead for B2B starts with a well-designed system. Learn why speed closes leads, what's getting in your way, and how to rev up the buying experience.

So many marketers spend time trying to chase more leads while there's a whole pool of people giving you subtle clues who have been there the whole time: your website visitors. Here's how to take better leverage high intent to improve your marketing strategies throughout the buyer's journey.