Account Profiling is probably the very first step that any sales or marketing team takes in order to target a new account. It is therefore one of the most important activities that can be performed when investing in a new account patch or a new list of target accounts. Viewpoint Analysis acts as a 'Technology Matchmaker' - and one-half of what we do is to help sales teams to understand their customers better. That begins with account profiling or account research and we do a

Getting the Deal-Based Marketing basics right can be the difference between a sales pipeline that converts, and one that stagnates. Done well, Deal-Based Marketing can really accelerate warm leads through pipeline stages and see competitors out-maneuvered. What is Deal-Based Marketing? Deal-Based Marketing (DBM) is the art of marketing to an already engaged prospective customer in order to amplify sales messaging, differentiate the business, and increase the chances of sales

Account-Based Marketing or ABM is a very popular marketing approach and is being deployed across companies in many different sectors to target marketing spend on the accounts with the highest potential. The first step is often a tricky one - that of which accounts to include in the ABM work. In this blog, we explore how to select ABM accounts - is it a science or is it an art? Which accounts are in the 1:Many, 1:Few, or 1:1? and what makes a good selection for each of those c

This is the first in a new series of Service Spotlights , where we take a closer look at the core pillars of Viewpoint Analysis and explain not just what we do, but why it matters. This first spotlight focuses on one of the most important, and most misunderstood, challenges facing technology vendors today: understanding buyers . For many sales and marketing teams, buyer understanding is assumed rather than proven. It is built from fragments of insight, anecdotal feedback, a