Account-based marketing has moved well beyond its origins as a sales alignment tactic. In 2025, it sits at the centre of how serious B2B product marketing teams build pipeline, defend positioning, and create revenue that actually sticks. The shift is structural: product marketers are no longer just supporting ABM campaigns, they are architecting them. The…
Programmatic online advertising is the automated buying and selling of digital ad inventory using real-time bidding, data targeting, and algorithmic decision-making. It replaced the manual insertion order process that once defined digital media buying, and today it accounts for the vast majority of digital display spend globally. If you are running display, video, or connected…
SaaS pricing strategy is one of the highest-leverage decisions a software business can make, and most companies get it wrong not because they lack data, but because they treat pricing as a finance exercise rather than a go-to-market one. The price you set signals value, shapes buyer psychology, and determines which customers you attract, how…
Demand gen marketing is the process of building awareness and interest in your product or service among audiences who are not yet in market, so that when they are ready to buy, they already know who you are. Done well, it shortens sales cycles, improves lead quality, and reduces the cost of customer acquisition over…
A company value proposition is a clear, specific statement of the benefit a business delivers to a defined customer, and why that customer should choose it over every available alternative. It is not a slogan, a mission statement, or a list of features. It is the commercial foundation on which every positioning, messaging, and sales…
Demand gen firms are specialist agencies or consultancies hired to build and sustain pipeline, typically by combining content, paid media, email, and outbound to move prospects from awareness into active consideration. Done well, they create net-new interest in a business rather than simply harvesting the intent that already exists. Done poorly, they run campaigns that…
Sales enablement is the discipline of giving sales teams the information, tools, and content they need to have better conversations and close more business. Done well, it shortens sales cycles, improves win rates, and aligns what marketing produces with what sales actually uses. Done poorly, it becomes a content library nobody opens and a slide…
ABM content syndication places your content directly in front of named accounts through third-party publisher networks, intent data platforms, and programmatic distribution channels. Done well, it accelerates pipeline by reaching decision-makers who are already researching your category. Done poorly, it generates impressive-looking engagement reports while your sales team chases contacts who were never going to…
B2B enterprise marketing is the discipline of generating awareness, building credibility, and creating commercial pipeline with large organisations where buying decisions involve multiple stakeholders, extended timelines, and significant procurement scrutiny. It is categorically different from SMB marketing, and treating it the same way is one of the most common and costly mistakes I see. The…
B2B predictive marketing uses historical data, behavioural signals, and statistical modelling to identify which accounts are most likely to buy, when they are likely to act, and what will move them. Done well, it shifts your commercial team from reactive follow-up to proactive prioritisation, concentrating budget and effort where the probability of return is highest….
Practical marketing intelligence
for people who think.
© 2026 The Marketing Juice