The Funnel Isn’t Broken, It’s Obsolete
Why CMOs Must Rebuild Demand Gen Around In-Market Buyers If you’ve been running a B2B demand engine recently, you’ve felt it: the traditional funnel isn’t producing a reliable pipeline anymore. Email engagement has eroded. Outbound feels like shouting into a void. What used to take 8–10 touches now takes 12–14 and still doesn’t move the […]
Altitude Over Speed: How CMOs Are Rewriting Their AI Flight Plans
Just a few blocks away from Dreamforce, HG Insights transformed El Dorado Latin Fusion into a private runway for its second CMO Huddles panel, “First-Class CMOs: Staying on Course in the Age of AI.” It wasn’t a massive crowd, and that was intentional. Between lively conversations and Latin-fusion appetizers, CMOs from CultureAmp, Wrike, and HG […]
The New Divide: Why the Future of GTM Belongs to Companies That Master Data + AI
At OpsStars 2025, HG Insights’ Francis Brero and Avalara’s Mike Marek showcased a new reality for go-to-market leaders: AI isn’t evening the playing field — it’s widening the gap between those who operationalize it and those still experimenting on the sidelines. The companies mastering data-driven automation today aren’t just becoming more efficient. They’re redefining execution […]
HG Insights Joins Bombora’s Curated Ecosystem Audiences as Founding Data Partner
I have been a marketer for many years and, like many other marketing leaders, recognize that we don’t just need data to have a business impact. We need data that leads to creating opportunities, closed deals, and revenue growth. I get bombarded with info about tools that allow me to track signals, clicks, and intent […]
From Boomers to Zoomers: Gen Z Enters the Software Buying Process
Several years ago, we reported on the rise of the millennial software buyer and how their preferences differed from previous generations. Now it’s Gen Z’s turn. While millennials still make up the majority of software buyers (55%), Gen Z is making its presence known. And in 2025, for the first time, Gen Z buyers (born […]
Unlock GTM Precision with Accurate Corporate Hierarchies
It is one of the biggest blind spots for go-to-market teams: a lack of accurate visibility into the corporate hierarchy. When subsidiaries run their own systems, legal names don’t match what reps search for, and employees often list parent companies inconsistently on LinkedIn. As a result, you deal with the chaos of duplicate records, you […]
Completing Your Market Intelligence Picture: How HG Insights Complements Industry Analysts
From illuminating how macroeconomic trends impact customer behavior to unpacking aggregated user feedback, the traditional industry analyst firms play a major role in technology vendors’ business strategy and data-driven marketing efforts. In addition to consuming qualitative-research driven advisory services, many vendors also make use of quantitative data from the analysts that covers broad stroke metrics […]
A New Take on Corporate Hierarchies to Help Tech Companies Maximize Revenue
When selling technology to complex global organizations, how well you understand corporate hierarchies has a massive impact on revenue and operational efficiency. Without a cohesive, accurate view of parent companies and their subsidiaries, you risk leaving millions in expansion revenue (and wallet share) on the table for competitors to grab. Not to mention opening the […]
Data-Driven Marketing: What it is & How To Build Your Strategy
For marketers, data is a critical asset for targeting the right audience and boosting campaign performance. And as consumers become increasingly connected, the volume of available marketing data has grown exponentially. This is where a data-driven marketing strategy comes into play. Data-driven marketing is the process of using data insights to inform and improve marketing […]
Account-Level IT Spending: The Key to Market Precision
Technology investment intelligence is one of the most underutilized ways to identify and understand customers. For example: What technologies has a company bought? How much are they spending on it? Which partners do they work with? Having this intel, with a high degree of precision, allows vendors to perfect their Go-To-Market strategy. How much a […]