Demand gen & ABM guides, op-eds, and more.

GTM vendors all look similar on paper. Four questions cut through the noise: What does it actually cost to run, not just buy? Who owns your data and what happens to it? Does real marketing experience come with the product, or just automation? And when something breaks, who's accountable, them or you? The answers separate vendors worth hiring from ones that transfer risk to your team.

This ABM guide is a deep dive into building a cohesive enterprise ABM program. We cover everything from what ABM is, to readiness criteria, to sales and marketing alignment techniques, analytics and more. We suggest bookmarking and returning to this guide as needed.

Enterprise ABM programs fail for predictable reasons. Wrong segmentation, marketing and sales pointing in different directions, content built for no one in particular. Ada Tsang built the ABM motion at Demandbase from scratch in 2025 and found the same thing every experienced practitioner finds: the basics, done exceptionally well, outperform any new channel or tool. Clean data, real sales alignment, and content that prospects actually want. That's the whole game.

Fractional marketing isn't a workaround for companies that can't afford proper marketing support. It's how smart teams access senior, specialized expertise without the full-time overhead. The misconceptions are predictable: that fractional marketers are less invested, less capable, or only useful for small companies. The reality is the opposite. This article breaks down what fractional marketing actually is, when it makes sense, and what to look for when bringing a fractional leader in. Featuring perspectives from practitioners who do it every day.

AI upheaval has been seen before. Ada Tsang draws a direct line from touring BMW and Airbus factories during Industry 4.0 to what B2B marketers are navigating now. The lesson from supply chain holds: optimization is contextual, not universal. AI doesn't drive growth on its own. The teams that win are the ones who stay close to their customers, keep human judgment at the centre, and use AI to enhance. not replace, the work that actually builds trust.

B2B marketing leaders aren't predicting where things are headed in 2026, they're already there. AI agents are handling more of the workflow, but the consensus is clear: the differentiator isn't the tools, it's the judgment to know which outputs are actually good. Community, intellectual transparency, and human-led strategy are what's cutting through.

Most B2B marketing programs aren't broken, they're just fragmented. Full-stack growth marketing is the alternative: one integrated approach that spans ABM, paid, inbound, content, and data, all pointed at the same pipeline number. The goal isn't more activity, it's a predictable path from awareness to revenue with marketing and sales running as one motion instead of two.