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A brand known for a particular benefit enables growth opportunities beyond the product's original focus—via a brand extension. Using the brand on a new market offering that's in a different product category can provide sizable benefits, including new paths to growth. But you have to be careful.
What's the secret to constructing a sophisticated, airtight digital marketing budget that's justifiable and sensible? It's definitely not more spend equals more payoff. Check out this article for budgeting tips.
Actual conversations sound very different from written content; likewise, voice search operates slightly differently than a typed phrase in the Google search bar. Here are some tips for optimizing for voice—and B2B brands that are leading the way.
In an era of Big Data and revenue-driven marketing strategies, is it possible to find a balance between the art and science of marketing? This article tackles that question.
There's nothing particularly thrilling about writing RFPs. But when it's time to switch email service providers, the sheer number of options basically requires you to write them. Here are three tips to make the process less painful.
Once the novelty of AI-generated content has worn off, is it really useful to your company? This article argues that it absolutely is, and you should adopt it sooner rather than later.
ABM is more effective with intent data! Yay! But you're using it wrong. D'oh! You might be making one of four newbie mistakes outlined in this article.
Stepping Out of the Dark Funnel: How to Shed Light on What Is Not Registered by Your Pixels (Article 2 of 2)November 10, 2022
The first part of this article series identified what factors contribute to the dark funnel—a (spooky) place where prospects learn about your company without your knowledge. This second part offers concrete steps you can take to start obtaining data from the dark funnel.
Making campaign results sound impressive to management is difficult enough in itself; you don't need added hurdles. But if you do run into problems, this article will help you resolve them.
We all know about the "Great Resignation," but survey results have uncovered a "Great Customer Resignation" as well. Churn is at an all-time high. Luckily, implementing data and good tech can mitigate the problem.