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Not many people talk about "going into the office" anymore because so many offices are at home. Marketers need to refine their targeting strategies accordingly—to reach beyond job-related channels and meet prospects as they engage in everyday activities. more
Perceptual 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. more
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. more
The marketing funnel is supposed to map out the process of bringing a customer on board. But there's a mysterious no-man's land where those people hang out and share information before they even reach your map. Here's how to take that dark portion of the funnel into account. more
B2B service buyers cite a vendor's reputation, online reviews, and pricing/service as the factors that most influence their purchasing decisions, according to recent research. more
This article explores how to nurture potential B2B clients through the awareness journey, from Marketing-qualified lead to Sales-qualified lead, using the Awareness Cascade. more
This article explores why it's important to build campaigns that elicit the behaviors you wish to see your leads displaying, and how to do that effectively—through marketing automation. more
Most people say they worry that brands are collecting data without their permission and they do not trust brands to protect their personal data, according to recent research from Twilio Segment. more
Although it's impossible to give an absolute value to abstract concepts such as loyalty, there are metrics that can indicate customers' willingness to return to your company. Here's what to track. more![How to Adapt to Changing B2B Tech Buyer Behavior [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/220920-infographic-lg.jpg)
B2B technology buyers are increasingly turning to digital channels to gather information during decision-making and to actually make purchases. How can you ensure changing buyer behavior doesn't derail your growth? more
Most Americans are uninterested or wary about the metaverse/virtual worlds, according to recent research from Ipsos. more
Convincing ourselves that our customer engagement tactics are working may feel great, but it isn't always helpful. That's why you should avoid relying too much on these three metrics. more
B2B technology buyers are turning to vendor representatives less than ever and are increasingly relying on self-service resources, according to recent research from TrustRadius. more
This article explores sales intent behavior, helping you understand precisely where and when your sales team should get involved with leads—and when you should be nurturing them instead. more
Marketers are storytellers, and storytellers create character sheets to ensure they know their fictional cast members inside and out. The marketing equivalent? Buyer personas. Here's why they work and how to create them. more
The version of progressive profiling that most marketing automation companies espouse merely collects more data on prospective customers. But more data isn't enough. What you need instead is an understanding of those potential customers based on their behavior so you can significantly increase your chances of closing a sale. more
When you're about to spend money on something, chances are you look up reviews of it first. But reviews and ratings aren't useful to buyers alone. Marketers can learn and benefit greatly from taking reviews into account. more
Most Americans say they have signed up to receive mobile text messages from a business in the past year, according to recent research from SimpleTexting. more
How much do Americans know about emerging technologies? Do they think those technologies will catch on and be good for society? To find out, YouGov polled 1,000 US adults in April 2022. more
"Coming to you live" doesn't mean as much as it used to. Event attendees have adapted to on-demand, tech-savvy experiences, and marketers have to embrace that. more![How Gen Z Relates to Brands [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/220616-infographic-lg.jpg)
What do marketers need to know about connecting with members of Gen Z? This infographic explores their spending habits, favorite brands, values, and digital platform preferences. more
"Click here for more." Is anyone actually going to click on a call to action like that? Probably not. Check out what makes for a good cold email CTA in this article. more![[Video] How to Use Neuroscience to Increase Your Demand Gen Success Threefold](https://i.marketingprofs.com/assets/images/articles/lg/marketingprofs-kenda-macdonald-forrester-summit-lg.jpg)
Kenda Macdonald, the Demand Generation Consulting Practice Lead at MarketingProfs, took the stage at the Forrester B2B Summit in Austin in early May 2022 to deliver an information-packed presentation on how marketers can dramatically increase the efficacy of their lead gen efforts. more
You definitely want your customers to take their content personally. But that can be difficult when, in many cases, the customer is actually a group of buyers. Learn how to personalize for buying group marketing. more
Customers don't just jump into a car and drive around aimlessly until they reach a purchase. They follow a map—one that can be mirrored for greater business success. more
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