Laura Vass

“In complex B2B, there is only so much you can achieve by publishing more content, sending more emails or putting more money into paid campaigns. When people inside a company start seriously looking for a solution, it matters what they already know, whose thinking they have found useful, and who they are willing to talk to.

High-touch, account-based marketing builds on that reality. You need to know the people you want to reach, understand what they are trying to solve, and give them a genuine reason to engage. Marketing, sales and revenue need to work from the same account knowledge. ”

Laura Vass is co-founder of Pronovix, the DevPortal Awards and the API The Docs event series.