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People say businesses should act as trustworthy information sources, base actions on science, and avoid aligning with a political party to avoid being seen as politically motivated when taking stands, according to recent research from Edelman. more
Artificial intelligence has been improving workflows in back-office systems for years. But the advent of generative AI, which interprets human language and mimics human speech, writing, and art, can revolutionize customer service in particular. Here's how. more
By analyzing your most successful customer interactions and understanding customers' goals, you can better inform your marketing efforts to replicate your best and favorite customers. So how is that done? Let's break it down into a few key steps. more
Traditional ads such as billboards, television ads, and radio spots may have fallen out of favor more during the pandemic, when businesses were accelerating digital methods. But do traditional ads still have value? This article explores the differences. more
As the pandemic transitions to a less serious threat, brands are once again using in-person tools to reach prospective customers. Printed materials and physical media offer a way to reach people who are at the office less and out in the real world more. more
Among their many marketing and media capabilities, senior marketers are most confident in their ability to target customers and are least confident in their third-party data analyses, according to recent research. more![The Power of Nostalgia Marketing [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/230207-infographic-lg.jpg)
Nostalgia marketing—referencing the past to spark positive emotions—can be a highly effective tactic. This infographic explores what makes it work so well and gives examples of it in action. more
From an uncertain economy to new customer expectations, the B2B marketing function—and the job of the B2B CMO—is shifting, quickly. Here's how to make sure those changes lead to better marketing and faster growth. more
TikTok is full of flashy ads (and cute dog videos), but a large part of brand presence on the platform is B2C. So, is B2B TikTok even a thing? It certainly can be, if you plan ahead and do it right. more
Many marketers say they value that printed marketing materials such as brochures enable them to provide a physical copy of information, but they also say they worry that people simply throw those materials away, according to recent research. more
There's no better time than a looming recession to double-down on marketing to current customers. Get some techniques for doing so in this article. more
Referrals from satisfied customers are a great source of new business. So how do you increase their numbers? Get ideas in this article. more
A vital component of any marketing strategy is thinking about what the future might look like. In strategy parlance, that's called having industry foresight. But what does industry foresight mean—and how do you get such a view of—how can you forecast—the future of your market? more
Implementing a data infrastructure can make the difference between planting a flag on a mountain of useless customer data and turning a smaller hill of data into actionable insights. The amount of data doesn't matter so much as what you do with it. more
People increasingly want brand messaging to be motivational and reassuring, according to recent research from Attest. more
Senior marketers say demands for ROI, work-from-home issues, and macroeconomic concerns are among the many work worries that keep them up at night, according to recent research. more
In 2022, several technologies cemented their marketing viability. In 2023, we'll start to see those technologies live up to their potential, argues this article. more![Eight Ways to Maximize Sales in 2023 [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/230110-infographic-lg.jpg)
The year ahead is potentially filled with economic challenges and uncertainty, so how can you ensure you keep revenue on track? This infographic explores key ways to maximize sales in 2023. more
Web3 was all the rage in 2022, from crypto to the metaverse. But will the B2B world plunge deeper into such technologies in 2023? This article argues no. more![How the B2B Influencer Marketing Industry Is Changing [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/230105-infographic-lg.jpg)
This infographic, which was based on data from a survey of marketers at leading B2B brands, covers broad trends in B2B influencer marketing and looks at how the industry is changing. more
Not many people talk about "going into the office" anymore because so many offices are at home. Marketers need to refine their targeting strategies accordingly—to reach beyond job-related channels and meet prospects as they engage in everyday activities. more
Today's B2B buyers mostly want to be left alone to make their own decisions during their customer journey. Providing them with interactive content and product demos enables them to do just that. more
B2B marketers say AI/automation is the top strategy they plan to experiment with more in 2023, according to recent research from Sagefrog. more
Although their influence is broadly felt, thought leaders aren't magical beings. They're just people—like you. Here are six ways regular people can increase their company's influence with thought leadership. more
Marketers say they expect AI to be the most important emerging tech of 2023 and the potential impact of a recession to be the most important societal trend, according to recent research from WARC. more
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