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It's time to check your mailbox, not your inbox. The pandemic has upended traditional marketing—and, with it, the usual marketing channels. Here's how to find and use your prospects' home addresses to stick out from the competition with direct mail. more
Technology has made account-based marketing more feasible than ever, but you can't get by on tech alone. Here's how to combine the emotional side of brand-building with the personalization of demand gen to create marketing messages that will truly resonate. more
B2B buyers say they rely on product demos and vendor websites most when evaluating potential technology purchases, according to recent research from TrustRadius. more
Attitudes and behaviors have shifted during the COVID pandemic. Now that marketers and the general population, including B2B buyers, are using social media more than ever, it's time to re-examine how working with influencers can help your company. more
In a rapidly changing world, B2B marketers are taking on a new, consultative role—that of solutions architect. Here are six ways to embrace the change and step out ahead of trends to make yourself an even more valuable business partner. more
Mistakes in marketing are inevitable, but too many can ruin your budget. Here are seven common pitfalls that are easily fixable by adjusting your strategy. Learn how you can avoid them. more
That was the question we at MarketingProfs started asking ourselves earlier this year as we realized our annual event, scheduled for San Francisco, wasn't going to happen. As we planned and put on our B2B Forum as a virtual conference, we learned these four things. more
With inaccurate, incomplete, or unenriched data, the campaigns you're running are akin to throwing darts—while blindfolded—in a crowded room. You might hit something, but likely not the growth target you were aiming for. In a digital era, here's what data hygiene can do for you. more
Most marketers say the COVID-19 pandemic has had an impact on their firm's marketing technology (martech) budget, according to recent research from Demand Spring. more
2020 has rebooted marketing. As companies move to finalize 2021 planning, we have an opportunity to accelerate progress in the direction that we've known for years we need to go toward. When planning for next year, keep these three key factors in mind. more![Buyer Personas Demystified: Seven Steps to Success [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/201109-infographic-lg.jpg)
Most marketers know that creating buyer personas can be a highly effective way to better target marketing efforts and drive stronger results. more
In B2B marketing, it's just as important to keep a customer happy as it is to convince a new prospect to buy. Customer marketing programs help to grow customer advocacy and build long-lasting relationships. Here are five easy tactics you can use. more
Communication and connection are important in the best of situations, but they become vital when adapting to a new normal. As customer expectations evolve, marketers are thinking how they can adjust to ensure the best possible customer experience. Here are some useful tactics. more
Email marketing gives you space for customization, direct communication, and easy tracking. But scaling and consistency are hard to achieve. Here are four ways to integrate AI into your email strategy without sacrificing a human touch and all the while achieving consistently better results. more
When you think about what an Agile Marketing team looks like, what comes to mind? Chances are, you imagine marketers who are fast, flexible, maybe even frenetic. But, especially in volatile times, Agile doesn't mean working feverishly. more
Executives say poor integration across teams is the biggest reason employees don't engage in the customer experience, according to recent research from Harvard Business Review Analytic Services and Gongos. more
Market research is an essential first step for launching any product or feature, but too many of us want to jump in and use our instincts instead of collecting the data we need to ensure success. Here are 10 tools that will make your research easier. more
The quality of its customer experience can make or break a B2B company. To make sure your customers' experiences keeps them coming back for your products or services, follow these five steps. more
The love-hate relationship with our CRMs is real. They often fail to meet promises made during selection and implementation, and they can fall short of their potential to drive revenue. But we can't live without them. To get more out of your CRM implementation, ask and answer these two questions. more![The Three Key Types of Influencer Marketing Campaigns [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/201020-infographic-lg.jpg)
Influencer marketing, often thought of as a single strategy, encompasses a variety of campaign stratagems. more
Chief marketing officers often find themselves defending the CMO role and its right to exist. It's time to actively assert the role's value by reframing CMOs as chief market officers. Here are 4 key areas to focus on when reasserting Marketing's place in the business. more
When your employees are working remotely, email and messaging apps are a natural fallback for internal communication. Find out what their limitations are and how to solve complex collaboration problems. Read more. more
We're all familiar with the way influencing plays out in sponsored posts on YouTube and Instagram and various other social platforms, but it can also be a valuable strategy in the B2B world. Here's how to get it right for your company. more
In the current climate, you can best support your brand and engage customers by integrating print and digital marketing efforts. more
The exercise of creating a messaging framework helps you better understand your company—not just what it does but also how and why. Most important, it helps you determine how you should communicate with your market. Here's the what, why, and how of messaging frameworks. more
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