No Forms. No Spam. No Cold Calls.: The Next Generation of Account-Based Sales and Marketing

I especially love the hard copy I got through work, and I also ordered the digital copy so I could travel with it. Because I won't hesitate to say, this is my favorite recent marketing book I've read. Period.A few things to highlight...I should have known better, but I did not expect this level of depth. Latané is a thought leader and heavy hitter, in foreseeing the future of B2B marketing. The book goes DEEP.It's written so well for my attention span, and how I like to think about these topics. It's not walls of text, of course. There are charts and workflows laid out, for everything from the high-level "how to build a revenue org," down to tactics for video or tradeshows. So when it comes to things I might forget or want to re-reference later, it's really easy to go back and do that.Latané came previously from a sales background, so she speaks that language, and it certainly resonates with me. She is a super results-oriented Marketing leader, and that perspective informs everything in the book.B2B Marketing and Sales is a weird game where buyers want to research anonymously, but a lot of B2B marketing creates walls around content in hopes of bribing that buyer to engage. Guess what? They have good reason not to engage. Give them what they want, and then use data to find other ways to engage them in a 1:1 conversation... and this is the key part... when the time is right, and they're actually ready for it! That's a huge piece of this, and I hope more companies adopt this philosophy. Democratize the information!It was published post-pandemic, so there are great insights in navigating this new world order. Tough economic times in most sectors, while other sectors are thriving. Everybody works from home; and to some extent, that trend will be more permanent. Many companies are being dragged through the door of an extensive digital transformation. These things will in many ways define how we do business for the next decade.Love it. I prefer the hard copy, but the ebook is great too (and cheap!) if you like to travel light.

6sense is a must for any modern B2B company. Finally, we can look beyond form fills and spam email activity, and instead actively monitor for intent, activity, and engagement across the Internet. Salesforce is a must-start, add G2 intent data, Bombora activity data, with Hubspot and Outreach... 6sense melds it all together in one place for visibility to sales reps and account managers right in an iFrame in Salesforce (today) and Outreach (tomorrow.) The book breaks down how to move from conversion-centric tracking to activity-based tracking with 6sense's model of past opportunities and ideal customers. A must-read!

Let's face it, the "way we've always done things" method of B2B sales and marketing is going the way of the dodo. The fastest growing companies are the ones making a concerted effort to meet the customers at their painpoints and needs, and message solutions in a way that's personalized and relevant.This book is your instruction manual for entering this new era. Latanè's transparency and methodology in approaching account-based marketing is not only refreshing, but it's presented in a way that's approachable for even the most established and archaic sales organizations. Truly a must read for marketing & sales professionals alike!

Picking up a copy of “No forms …” you might think, ah, a business author – she’ll probably share a few principles wrapped in generic examples … play it safe and stay tight-lipped. But this is Latane Conant and she is real and raw. Take a look.

High quality insight into what the “current world of marketing and sales should look like. I have used this in my current work and it has helped me stand out in a big way I will definitely try to read this one again

Very relevant and easy to digest. Breaks it down and has great take away’’s. Loved the cartoons too! A must read and huge game changer for B2B marketers!!

This is a fabulous book. A must read for excellent marketing!

This book looks amazing but there is no substance in it whatsoever.

I picked this up hoping to understand how ABM is different from just using Google Analytics or audiences in Google Ads. It’s amazing what ABM can do, and this book has me dreaming of how marketing will change for the better because of it!