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Marketers are well-versed in the customer journey. But knowing the other side of the story—the buying process (no, the two are not the same)—is also important. Le's visualize the process to truly understand it.
We marketers have grown accustomed to measuring everything. It if can be measured, why not do it? Well... because metrics are messy and outcomes are more important.
To minimize risk and maximize the benefits of strategic alliances, B2B companies must carefully consider their specific circumstances, objectives, and the compatibility of potential partners. Here's what you need to know.
Increased use of generative AI has the potential to populate the Internet with false photos and misinformation, and PR pros need to prepare for possible crises.
Are you using empathy to its full potential in your marketing? This article argues for a comprehensive approach— empathic marketing—that resonates with audience emotions, desires, and needs and translates into business success.
We've all heard it: B2B buyers are leaning toward self-service. Enter: the lead funnel, which allows you to sell your offer before your sales team even gets on the phone. Sound good? Check out the details.
Paid advertising gives you reach, but it's earned media coverage that builds brand trust. Check out this article for tips on how to get more media coverage.
An account-based demand engine focuses marketing efforts on specific high-value accounts and delivers personalized experiences. Through six questions and answers, this article discusses the alignment of Sales and Marketing and the adoption of a unified approach to demand gen.
The value proposition isn't just changeable; it's as dynamic as a world currency. Learn why marketing agencies in particular must stay on top of their evolving value propositions and embrace a new version when necessary.
Brands in every industry have discovered the ease and effectiveness of SMS marketing. Check out this article to learn the do's and don'ts of text messaging.