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Brand marketers say creativity and responsiveness are the attributes they value most in agencies, according to recent research from Ascend2. more
As the world faces the global coronavirus pandemic, B2B CMOs face a critical problem: Reaching and persuading buyers will be extremely difficult for the foreseeable future. So, what's to be done? more![B2B Senior Marketer Survey: The Most Effective Approaches for 2020 [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/200318-chart-lg.jpg)
Senior marketers at B2B companies identify the best channel for producing and nurturing leads, the top content type for moving prospects through the funnel, and the most effective social network for their brand. more
Five rules form the cornerstone of an effective customer management program in a time of supply disruption. If you get it right, the upside is enormous. If you get it wrong, you will suffer consequences for years to come. more
Customer experience (CX) is top-of-mind for B2B marketers and insights professionals heading into 2020, according to new research by B2B International. more
You're used to finding marketing know-how and strategy in this space. So the tone and format of this article/letter probably feels a little different to you today. That's because these are unprecedented times. This is NOT business as usual. more
Companies devote 24 hours to writing a request for proposal (RFP) and involve seven people in the process, on average, according to recent research from Loopio. more
What must marketers think about today to ensure they and their companies are performing better than ever 10 years from now? Here are five ways to future-proof your career and ensure your company's success. more
If you're considering rebuilding your in-house marketing team and reducing your reliance on outside agencies, these are your first steps on the path to gaining more control. more
Specialists say among the keys to customer experience success, the top 2 are delivering elegant interactions and providing speedy service. more
Most businesses are trying to develop an overarching strategy for their audience data, but few have managed to actually implement a strategy, according to recent research from Winterberry Group and and the Interactive Advertising Bureau (IAB). more
In the new era of data privacy and more stringent privacy regulations, marketers need to turn away from third-party data. To build trust while maintaining personalization, marketers are turning to zero-party data. So... what is it, and how can you collect it? more
Trade publications are inundated with references to, and hype for, artificial intelligence. Everywhere you look, AI is being touted as the answer--even to some questions we aren't asking. Marketing is not immune to this push for AI. Quite the opposite, actually. But is it warranted? more
Price wars create a seemingly unsolvable dilemma: Match the competitor's price and risk losing profits, or ignore the competitor's price and risk losing revenues. Yet, based on a vital but universally neglected business principle, there is a powerful solution to winning—and preventing—price wars. more
Companies invest billions in data, analytics, and technology to better target and predict customer behavior. We are collecting more data than we know what to do with, so we think we no longer need qualitative research. Big mistake: We need to go beyond data to truly understand the customer. more
A platform-heavy marketing tech stack—email solutions, social media tools, mobile marketing platforms, automation tools, and everything in between—creates a world of obstacles, including inevitable data disparities. Which will cost you. more
A widely cited buzzword, "experiential marketing" is now recognized as the powerful tool it actually is—though the true definition, the reasons for its growth, and the secrets to its longevity are not quite as familiar. more
No one can predict what the future holds for the agency-client relationship. But you can bet your bottom dollar that Marketing is moving closer to being in the boardroom. How can agencies and clients ensure they're prepared for the shift? more
Account-based marketing (ABM) delivers significant benefits for B2B businesses, but it usually takes time before firms can reap those rewards, according to recent research from the ABM Leadership Alliance and ITSMA. more
The future of marketing is all about performance—lead quality and revenue contribution. So, very soon, marketers' best friend will be conversational AI. Bots. User interfaces that rely on artificial intelligence and machine-learning to engage users, deliver leads, and increase conversions. more
If you're a CMO, or plan to be one someday, and you're in job-acquisition or job-preservation mode, you're probably contemplating the skills a high-level marketing professional will need to stay relevant, employable, and successful in the coming years. Here is what you need to know. more
As text marketing technology has evolved, it's become accessible and affordable for every level of sender, giving marketers unprecedented access to their customers' attention. As a result, digital marketing is facing disruption at the hands of SMS and MMS. more
Which terms related to content marketing are searched most on Google? Which hashtags are used most alongside #contentmarketing on Twitter? more![Seven Ways to Turn Marketing Teams Into Agile Jedi Masters [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/200114-Infographic-lg.jpg)
Marketers today can communicate with prospects and customers more effectively, instantly measure their efforts, and adjust priorities, workloads, and campaigns as needed. To keep up, however, teams must be able to pivot yet remain in sync, and align their efforts with company goals. But how? The answer is to go ... more
Privacy concerns have reached a boiling point. Consumers, regulators, Web browsers, advertisers, brands... all are evolving to meet the changing privacy landscape. Marketers are considering how to best reach customers while respecting their privacy and earning their trust. See what lies ahead in 2020. more
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