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DIY vs. Professional Video Production: A Brief Guide
December 6, 2022We've all seen them: videos that really should have had professional production value. The lighting is bad, there's a broom in the background, or a dog is barking off-screen. But what about when DIY video works fine? This article breaks down the differences.
Customer Benefits: A Brief Introduction to Why Customers Buy Your Products
December 2, 2022When as a marketer you identify and focus on benefits, you ensure that you are focusing your attention on what customers are really buying; as a result, you don't waste money and energy in your marketing efforts.
Perceptual Maps and Competition: How to Understand and Improve Your Position in the Market
December 2, 2022Perceptual maps are the only way to understand what your position is in the market and how the market views you vs. your competitors. In fact, if you don't have a perceptual map, you're flying blind.
Market Segmentation: Where Companies Go Wrong and Why You Need Differential Advantage Analysis
December 2, 2022Welcome to a highly misunderstood topic: segmentation. This article explains what marketers tend to get wrong about segmentation, what's a better way to segment, and why doing a differential advantage analysis after segmentation can help you beat the competition.
The Buyers Are (Still) There: How Can B2B Tech Marketers Get to Them?
December 1, 2022The accelerated pace of the digital business world will require B2B tech marketers to drop their manual ABM processes and get to a deeper level of customer understanding. But how? Check out these ideas.
Company Diversity, Equity, and Inclusion: How to Overcome Challenges and Drive True Change
November 30, 2022Diversity, equity, and inclusion is a win-win for everyone: It's good for business, good for employees, and good for PR. To drive real change, check out these tips.
How to Effectively Build Your Brand Within Emerging Virtual Worlds
November 30, 2022As the tide of technology moves closer to virtual reality, what can brands to do prepare? Advertising could look very different in a VR world. This article explores the possibilities.
Brand Extensions: A Strategic Path to Growth
November 25, 2022A 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.
How to Budget Strategically for Your Digital Marketing Campaigns
November 23, 2022What'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.
Five B2B Brands That Prove Voice Search Is More Than Hype
November 23, 2022Actual 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.
